April 16, 2021

Apple celebrates 45 years with the goal of moving from ‘hardware’ to services

Customers at the doors of an Apple store

Customers at the doors of an Apple store

From Mac computers to iPhones and now to services like the App Store app, Manzana turns 45 this Thursday with the aim of continuing to reinvent itself and to guarantee itself a position of prevalence in the future after having revolutionized all the sectors in which it has intervened.

Almost half a century after Steve Jobs and Steve Wozniak spent hours and hours in the family garage of the first in Palo Alto (California, USA) building the computers with which they would go on the market, the company now seeks to capitalize on all this history to face the next years.

To do this, in an increasingly saturated market for computers and telephones in which gaining market share requires huge investments and efforts, Apple is focusing its strategy on take advantage of the clientele that you already have ‘captive’ so that your life revolves entirely around the company.

Take advantage of the ‘captive’ market

The Cupertino firm, which since its inception has always strongly committed to design, image and marketing, wants that having an iPhone, an iPad or a Mac is not just another purchase decision, but rather means a lifestyle, a physical gateway to an intangible world: that of the consumption of music, television, games, press, etc.

It is in this context that it is possible to frame all the new services that the company that directs Tim cook has been taking out in recent years: Apple TV +, Apple Card, News +, Apple Arcade … and, of course, the jewel in the crown, the already veteran virtual store App Store.

For Apple, the revolution of the past decade was the iPhone, which since it was presented in 2007 by Steve Jobs, has achieved immense popularity until reaching the pockets of the approximately one billion users that it currently has globally, according to data from the Statista portal. Now it is about building on that gigantic user base so that when they watch television, read the news or pay for their purchases, they do so through Apple as well.

Tim Cook’s vision

Cook, who took over at the helm of the firm after the death of Jobs in 2011 and to whom it has always been attributed less creativity but more strategic vision Than his predecessor, he has openly detailed the plan on several occasions and, for the moment, it seems to be working for him.

In just the past five years, the company has doubled revenue corresponding to the services segment, which with 53,768 million dollars invoiced in 2020 is already the second largest source of business for the company, only behind the iPhone and ahead of other flagship products such as Mac computers and iPad tablets. Even in fiscal years 2019 and 2020, which were weighed down by the downward trend in global iPhone sales, it was the rise in services that allowed the company to overcome and stay on the path of growth.

Health, the next step

Emboldened by the good progress of his personal commitment, Cook has redoubled it, and in an interview earlier this year with the magazine ‘Outside Magazin’e’ he assured that the company that created the Mac and the iPhone will not be remembered for them, but by their contributions to the world of health. “I truly believe that when people look back in the future and wonder what Apple’s greatest contribution was, the answer will be in the area of ​​health and wellness,” said the CEO of the company.

The express wish of practically all large technology companies, entering the health services sector is as risky a move as its potential profits are huge and without a doubt Apple, with its Apple Watch smartwatch and the Fitness + subscription sports service, is of the companies with the greatest advantage in Silicon Valley


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