Apple has always been seen as a hardware company – from the original Apple Computer through to the Apple Watch. Ask anyone to describe what the company does and they’ll all talk about those sleek, stylish, easy-to-use gadgets.
Some people will even jump straight to calling Apple the iPhone-maker, other products seen as also-rans. Which, in financial terms, is not unreasonable: the iPhone accounts for 65% of the company’s revenues. So it’s no surprise that the market is unsure how to respond at a time when the company’s main product is experiencing declining sales. That uncertainty is being exacerbated by suggestions that the iPhone 7 may be rather similar to the iPhone 6 and 6s.
I’ve talked before about my view of Apple’s long-term prospects, but that piece focused on hardware, touching only briefly on an area Apple has been increasingly talking-up: services …
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