It is very easy to get rid of the surprise that accompanied Apple's loss of more than $ 300 billion in value after looking at factors such as slower sales of iPhone phones and the company's decline to third place among global smartphone manufacturers, and identity change shows such symptoms. But at the same time, it can not be relied on too much. With fierce competition from Google, Microsoft, Samsung and Amazon, the company needs a quick response in 2019.
Baffled at the finest
Ken Segall singles out the book "Insanely Simple" to talk about Apple's identity, which has always been based on simplicity and never said a word for many crazy ideas to focus on the main idea in more than one product, By Steve Jobs with his staff during the development of many products. That principle is also evident when Jobs returns to Apple after he was kicked out of it, looking at the computers the company provided at the time, which sought to satisfy many customers at the same time, but at the same time dispersing the customer and leaving him at a loss, Which Jobs canceled immediately by reducing options as much as possible.
Apple has followed the same pattern in smart phones and tablet PCs as well, without forgetting the "iPod" devices that formed the company's real entry into the world of consumer devices. But Tim Cook, the current CEO, seems to disagree with Apple's past and present identity. The company is still seeking simplicity in its stores, reversing its retail chain.
When looking at Apple's smartphones today, there are more than four convergent options in terms of pricing and specifications. In 2017, with Xs and XMax, Xs Max) in 2018 with XR (also XR), without forgetting the iPhone 8 and 7 available to buy also, which in itself dispersion (1).
In 2019, Apple needs to go back to provide two options, a device with leading standards, and the latest average to ensure the best performance possible for iOS. Otherwise, its smart shop-based policy to allow customers to experiment with the device in the hope of raising the likelihood of buying it will not work. 2 iPhone phones are no longer confined to one table, customer concentration will gradually decrease until it is unable to make the right decision, The decision to buy or postpone indefinitely.
Customize the usage experience
Apple's focus on reforming its way on iPhone phones comes with the contribution of these devices in more than 60% of the company's annual revenue. It is true that the identity is changing now and the company is moving gradually to rely on the service sector, but this will not happen overnight. The way to raise your iPhone's sales again is the best way on paper.
Apple's policy in its smart hours is a lesson to be learned, helping to make the right decision and customize the experience of use with the attached buttons
In 2018, despite the reliance on glass for the production of leading smart phones, Apple and the new phone users faced a range of quality problems on the one hand, and advantages on the other, the battery failed to some users, the same for the screen, and this is displeasing considering the price The first device, and its hard design since 2014 - for iPhone 6 - on the other hand (3) (4).
The company needs to get out of its own comfort zone and bring the shock and surprise factor back away from the serenity it used to and the motto of offering the new feature when fully ready, because, despite waiting, it failed to deliver a nearly complete product. Therefore, the failure of a new revolutionary advantage can be avoided compared to failure in the ordinary advantages do not offer any new little.
The policy of Apple in its smart hours is a lesson on more than one level, providing limited options, one athlete made of aluminum and another ordinary stainless steel and lead made of ceramic, helps in making the right decision on the one hand, and customize the experience of use thanks to the different colors and colors is possible Playing on smartphones, on the other hand, getting a high-priced device will not be a hindrance when the user feels he has chosen everything, rather than Apple's current policy of imposing options without any alternatives or flexibility.
Standardize the usage experience
More than 60 percent of Apple's annual revenue comes from iPhone phones, but much of the rest comes from other iPads and MacOS computers. The above can be modeled on the operating systems, in other ways, the IOS and MacOS with WatchOS per hour, and those devices that differ in one way or another in the usage experience.
In 2018, Apple tacitly presented the idea of integrating Mac OS and IOS by enabling the latter to run on the first. In the latest version of Mac OS, , Such as voice notes and stock quotes, which opens the way for more applications to be seen in the coming years. But the interfaces also need to be one or close because the competitors do not play with a bucket.
Google has developed Fuchsia OS to work on a variety of devices ranging from smart phones and tablets to standard computers without changing anything at the code level. In other words, the Fuchia interfaces will be flexible and take up the screen size without any need to customize this thing manually, as is currently the case in the Android system. While Microsoft is moving away from competition in the smart device market, its project, Microsoft Andromeda, is coming with the same Google 7 thinking, namely the development of a collapsible device, and a version of the Windows 10 flexible system capable of working whatever size The screen is not affected by performance, Apple remains alone without any intentions announced, Google is also living this retail in the Android and "Chrome OS", but "Fuchia" saves the face of Apple's face.
Apple was at one time responsible for setting standards for the technology market, or at least contributing to its design. But in the past years, it has become a spectator without knowing the obvious reason, either because of its saturation and admiration of the current model, which will not last by the way, or because it is working on revolutionary projects that have not yet come to the time, which is always silent and surrounds its projects in strict secrecy to maintain the element Surprise, but the repair of some mistakes is required for whatever reason because returning to the rail after leaving them is not easy.