Facing Android is being harder than it seems. Recent research shows that 90% of active smart devices use the Android operating system and Apple’s exclusivities , both in terms of software and technology and gadgets, are not being attractive enough to cope with such a versatile and inexpensive system .
However, the Cupertino company is far from feeling defeated, it is more about a rethinking of strategies and objectives. Tim Cook, CEO of the company, acknowledged that the golden age of company growth has come to an end. Although the balance sheets still show positive numbers, they are far from the millionaire profits and expectations of a few years ago.
What ended is the time when Apple’s profits improved year after year, but that does not mean that there are no profits, they are lower. That will imply changes in Apple’s strategy if it wants to stay afloat.
An interesting fact is that now Apple sells more units but earns less money. This is due to strong pressure from competitors such as Samsung and Android offering a wide range of devices that end up diminishing Apple’s effective sales.
Measures such as the iPad mini, designed specifically to sell more units in the mid-range segment, had not even been fully considered in the days of Steve Jobs, but now they are a reality and users are even anxiously awaiting these reductions in range models high that are more accessible. But is it useful for Apple to sell these cheaper devices? Can they fight against Android still earning less? We’ll see how the company continues to perform in the coming months, but if earnings continue to decline from one quarter to the next, Apple will likely have to take drastic measures.