Meanwhile, when it comes to hardware and software-the stuff that billions of people interact with every day-Apple is under pressure to innovate.
Tech, over the past few years, has finally met its skeptics. And Apple’s positions as both a giant store for apps and as a powerful app maker itself are being questioned. The security of iOS is falling under greater scrutiny. At a macro level, Apple faces the regular threat of disruption to its famously efficient supply chain strategy because of President Donald Trump’s trade feud with China. But the challenges for Apple at this particular moment are complex. It’s doing just fine, and it will continue to try to lock people into its ecosystem with the iPhone as the linchpin. To be clear, Apple is still one of the most valuable tech companies in the world, with a stockpile of over $200 billion in cash. Somewhat bizarrely, it just started offering a credit card. The company has been pushing subscription services like never before, in the form of streaming music, digital news, and star-studded original video series. Jony Ive, the legendary designer responsible for the look and feel of all things Apple, has left.
Sales of the iPhone, the device that has made the company hundreds of billions of dollars over the past decade, have slowed. When Apple’s annual fall hardware event takes place next week, it will come amid an important shift for the company.
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