Analysis: "Apple's focus is on other than phones"

When customers buy fewer Iphones and competitors like Huawei, Samsung and Google dominate emerging markets like China and India, then hardware giant Apple is trying to charge higher prices on its Iphones, and to do more of it.

At least it was clear that Apple is continuing its major focus on "services"; music, games, news and television as they launch their annual launch event in Cupertino, California.

It was not an iPad or iPhone that was first launched, instead the company talked about its new subscription-based gaming service soon to be launched and then how proud they are that Jennifer Aniston is making her first TV series since "Friends" on the AppleTv + streaming service.

For TV viewers, the streaming service war means a plethora of TV series and streaming services to choose from. For the companies it is bloody serious and more and more companies are now wrestling for our attention with both films and / or price as a draw.

The question is how many services viewers want, and what they should cost. And which company - Netflix or their contender - is the first to hook.

The success of Apple as a company is not only due to a new camera with slow motion selfies in the new Iphone 11, but all the more so in the US-China trade war. There are few large US companies that are more dependent on China than Apple.

According to an analysis by the Reuters news agency, 92 percent of the hardware is manufactured in Apple's products in China. Applewatch and wireless headphones are already covered with 15 percent duty by the United States and on December 15th, it will be extended to checkout Iphones as well.

The pricing on Iphone 11 shows that the US's richest company right now chooses to see it as an additional cost that the company is allowed to chew and nothing that is passed on to consumers. Unlike many other smaller, more vulnerable technology companies in the United States that also have a large portion of their production in China, Apple has billions to wait out the trade war.

After today's event, it is clear that Iphones still play a role, they still account for nearly half of Apple's approximately $ 250 billion in sales. But they are increasingly becoming a tool for something else for Apple - a nicely packaged loyalty program that Apple customers carry with them for further purchase of experiences.