Though Apple has been pivoting towards its
consumer market in recent years with upgrades
to iPads, iPhones, and Apple Watches, the
company hasn’t forgotten about its ever-
lucrative macOS user base and looks set to
overhaul its entire desktop portfolio in the
months ahead.
CHALLENGING TIMES
Over the past several years, Apple has pooled
its efforts towards improving its iPad and
iPhone sales, and though million-dollar
marketing campaigns and new product
launches have helped the company hold
onto its position as one of the most dominant
players in the technology market, it’s no
secret that smartphone sales are declining
around the world, as consumers hold onto
their older devices for longer to save money,
and as innovation in the industry slows, making
the once-annual upgrade cycle less attractive
than it once was. And though investors are
happy with Apple’s all-time-high valuation, the
company made one fatal error: forgetting its
power users, and the products that made Apple
the company it is today: its Mac family, which
form part of a multi-billion dollar subdivision
at Apple Campus.
It’s little wonder that Apple’s wearables
technology division overtook the Mac for the
first time. Though Apple posted its highest-
ever revenue for a single quarter, a cool
$91.8 billion, demonstrating the growth in
products like the AirPods and Apple Watch,
Mac sales slumped, with the company failing
to attract the same level of attention as it once
did for its notebook and desktop products.