EXPANDING INTO NEW AREAS
One thing that Apple cannot be accused of
is standing still. In the past ive years, Apple
has introduced more product categories and
services than ever before, tailored to new
markets and appealing to diferent cross-
sections of the economy. Whether it’s the
budget-friendly iPhone SE and Apple Watch
SE, or the introduction of Apple TV+ to access
quality content and entertainment from Apple
directly, the company indeed looks a whole
lot diferent than it did under Jobs’ leadership.
Some might argue that Apple has lost its way in
recent years, chasing shareholder results over
innovating in new ields, especially when you
consider the recent expansions into sectors like
news and gaming. Apple News+ has reportedly
struggled to attract top publications due to
low engagement and adoption, whilst Apple
Arcade is also a slow burner with few interested
in paying $4.99 for games. Other services like
Apple Card have also changed the landscape for
the company as it straddles between consumer
electronics and appeasing more professional
consumers who want cutting-edge software
and MacBook models that can compete with
rivals that can ofer more performance for less.
One new area where Apple has been particularly
keen to push into is automotive, with a long-
rumored Apple Car expected to be announced
in the coming years. What could be interesting
to note, however, is that Steve Jobs was
entertaining the idea of an Apple car at least as
far back as 2008. Tony Fadell, a former senior vice
president at the company, told Bloomberg that
he’d had a number of conversations with Jobs
about the possibility of an Apple-branded car,