We say that every year, right? Remember when Apple Inc was the most valuable company on earth? For the first time in a long time Apple’s CEO had to tell the world that a quarter wasn’t going to be as good as expected (it was the second best quarter ever). That started the company’s terrible, horrible, no good, very bad year.
The problem as I see it is obvious. Apple doesn’t have enough products. Sure, iPhone captures most of the company’s revenue and profits. Sure, Apple’s product line is diversified and everything is profitable. Sure, Services are part of the future of Apple’s success. We’re forgetting something important.
Services are dependent upon hardware sales, and with more than a billion hardware-toting customers roaming planet earth, what does Apple need?
More hardware means more customers. More customers means more revenue and profits. More hardware and more customers means more profits in the newly important Services segment of Apple’s business.
How can Apple avoid making 2019 a terrible, horrible, no good, very bad year?
Services are great and all, and Apple customers suck up all kinds of media and software, but what is missing is the obvious. The next great thing? Watch? Not yet. It needs more health sensors to become a wearable iPhone. AirPods? Not yet. It needs more capability, more sensors, and perhaps a future as a wearable communication devices powered only by Siri and iCloud.
Hey. It could happen.
What I feat for Apple is the obvious, too; that the company merely continues down the same trail of same old same old. New Services are expected to be announced in Spring. New versions of iOS, macOS, tvOS, and watchOS, are expected in late-Spring, with new hardware to match in late summer and early fall.
Same old, same old.
Isn’t that what happened last year? And the year before? And the year before that? Apple just isn’t shaking up the hardware world the way it did under co-founder Steve Jobs. He shook up entire industries with new hardware. CEO Tim Cook has become the Accessories King. Accessories for iPhone.
After starting the year on the wrong foot and fallen flat into a ditch– Apple is no longer the world’s most valuable company– there is time to re-write the wrongs of the recent past, with what customers really want.
Otherwise, if 2019 is more same old same old, it’ll end up as Apple’s terrible, horrible, no good, very bad year.