“Stepping into the middle age” Apple may no longer be a hardware product company, but a hardware, software, and service solution platform company.

Apple's anxiety in the next ten years?

Forcing the absent apple, if you get out of middle-aged anxiety?

Author | Lexie

Responsible Editor | Jiang Feng

In the past ten years, 43-year-old Apple is still very capable:

FY19 revenue was six times that of 2009. The new headquarters building is larger than the US Department of Defense, and each of the five business units is comparable to a Fortune 500 company.

When the outside world spit out that the iPhone is not innovative, and Apple ’s most representative products are becoming less and less powerful, Apple is also undergoing anxiety transformation.

It is not difficult for Apple to make money. The hard part is how to make more money to maintain positive growth.

Apple's next decade, where is the anxiety?

Apple is the most profitable smartphone company

2009-2019: Ten years of Apple under Cook’s leadership

In October 2011, Jobs died at the age of 56.

On the day before Jobs died, he watched the release of iPhone4S in the video on the sickbed. He didn’t say a word, but only smiled at the end.

Under pressure from replacing legends like Jobs, Apple, led by his successor, Cook, responds through hardware and software innovation:

14 years, when the smartphone market was sluggish, two new iPhone 6s with large screens were launched, and sales were skyrocketing.

15 years, the release of the Apple Watch, a smart watch, to save people from technology addiction and return to the real world.

In 16 years, AirPods wireless headphones were released and entered the Top 10 list of “Top 100 Innovative Products in the Past Ten Years” by US media.

Apple's next decade, where is the anxiety?

In 17 years, new features such as the 10th anniversary special edition iPhone X, full screen and Face ID face unlocking were introduced, so that after the iPhone 6, there has been no major technical upgrade of the iPhone, once again appearing in front of consumers with a new look.

But Cook also realizes that the era of relying on mobile phones to drive the company’s rapid growth is coming to an end.

So many attempts have been made in the field of services: 14 years of Apple Pay, 15 years of Apple Music, successively launched Apple Cards this year, Apple News +, Apple Arcade and Apple TV +, etc.

Apple has entered a business that was never dreamed of in the Jobs era, but it is also considered to be the key to supporting its ecosystem.

Last year, Apple became the first company with a market value of over $ 1 trillion.

From 0 to 100 billion US dollars, Apple has gone for 30 years. From 900 billion to 1 trillion US dollars, it took only nine months.

Apple 2019 conference: transforming the content ecology

The annual Apple conference can be said to be a “Spring Festival” for fruit fans and most technology lovers.

But this year’s program list is very different. Rarely held a press conference without hardware, All in service:

News Apple News +, game Apple Arcade, and streaming video Apple TV + herald a transformation towards a content ecosystem focus

Apple's anxiety in the next ten years?

In addition to Apple Pay, a new Apple Card service brings a full set of financial management services to Apple lovers.

Consumers pay back 2% for every purchase they make with an Apple Card.

As for spending on official websites or retail stores, 3% cashback is also extended to Uber and Uber Eats.

For gamers, Apple launches the Apple Arcade service, which includes more than 100 new games.
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