Apple is, and always will be (for now), a hardware company. Tim Cook’s nearly 2-and-a-half-hour WWDC 2019 keynote presentation made that crazy clear, even if the focus from beginning to end was about software. So, which is it? Is Apple about hardware? Or, about software?
Siri Says ‘Both’
Apple sells software, but where does most of the money come from these days? Add up iPhone, iPad, Mac, Watch, AirPods, Beats headphones, and accessories revenue and everything else pales in significance.
I asked Siri “What is Apple all about?” Sir answered, “Apple’s website may be able to answer your question.” Head to the website and what do you get? All the details abut Apple’s announcements at WWDC’s keynote presentation, yes, but what still runs across the top of the website?
The menubar of hardware. Mac, iPad, iPhone, Watch, TV, et al.
WWDC’s shows are good for both app developers and Apple customers who are interested in what is coming down the road. This year Apple focused on all kinds of new software features and functions– iOS, macOS, tvOS, watchOS, and, this year– iPad OS to help segregate iPad from iPhone and give it more Mac-like features, including multiple app windows on the same display (the Mac does that with ease), 30 new keyboard shortcuts, and more.
Yet, as I watched the keynote show it became crystal clear what Apple is about. iOS is there– with new apps and features– to keep us using iPhone. Watch has new faces and functions, including a standalone App Store so you can buy apps on the Watch itself– because Apple wants us to buy more– insert Mac360’s famous drumroll here– hardware.
Except for one significant item, the rest of the show was eerily familiar. More features and functions for Apple’s growing operating system platforms (iPad OS is an example), some apps and functions that compete with third party app developers (Watch gets Calculator for free to compete with PCalc), and the Mac and macOS get a display function that allows an iPad to become a second display, and that competes against Duet.
Move along. Nothing to see here.
Except all those new features and functions run on very popular Apple hardware.
Oh, and speaking of hardware, the long awaited Mac Pro debuted, and if you wondered if Apple loved or hated the Mac, wonder no more. Apple loves the Mac and moved the most popular Mac Pro ever into the future; paying design homage to the past while upgrading both flexibility and power to unheard of levels that mac even iMac Pro look anemic.
Yes, Apple makes money on Services, but where would Services be without more hardware? Why do you think Amazon and other online and big box retailers are selling Apple hardware at ever more discounted prices?
The more Macs, iPhones, iPads, Watch and AirPods that are in customers hands mean Apple makes ever more money on software, too.
Yes, Apple is still a hardware company.