NEXT GEN: NEW WAVES OF MACS ON THE WAY

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 everlucrative 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 highestever 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.

However, it wasn’t all bad news at the earnings call, with CEO Tim Cook telling investors that, “importantly, around half of the customers purchasing Macs and iPads around the world during the quarter were new to that product, and the active installed base for both Mac and iPad reached a new all-time high,” showing new growth in the Mac market.