The iMac, an all-in-one computing solution, saved Apple from certain doom. The iPhone defined the smartphone category with its revolutionary design. The iPad made tablets a must-have piece of tech for users all around the world.
Now that the iPhone is almost ten years old, and the competition has narrowed or won the competition in those markets, Apple must ask itself “What’s next?”
The company could always turn to acquisitions to reignite the growth engines, but the true golden goose is the invention of a new category of product itself. The iMac, iPhone, and iPad all accomplished that elusive goal.
The Apple Watch clearly has not, and likely never will. Its AirPods, while innovative, will only provide incremental revenue gains. 2018 will bring us the iPhone 8, but even if it’s great, it’s still just another iPhone.
Apple needs more. It needs to push technology forward in a way that no one has thought of yet.
Dozens of ideas have been bandied about in recent years about what the company could be up to next. Rumors have swirled about an Apple Television, Apple Car, and some sort of augmented or virtual reality product. One or more of those may come to fruition, but they’re likely still several years away.
Creating a new product category is incredibly difficult, but Apple has done it twice in the past ten years — although never without the late, great Steve Jobs.
The company has set the bar so high that investors might be asking for the impossible.
But it’s never been wise to bet against Apple in the past, and it’s probably not wise this time around either. So while we sit and wait for the company to deliver another product that will change the world, it’s prudent to remember that Apple remains the largest and most profitable company on earth.
And that’s not so bad, is it?
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