Apple saw iPhone sales decline for the first time ever in 2016, suggesting it's time to re-think its strategy for the smartphone.
A decade ago, Apple was a $70 billion company. Two years back it hit a record $ 18 billion in profits, with its iPhone, accounting for two-thirds of Apple's revenue.
Now the company is at crossroads. Apple is facing a turning point, and once again the iPhone is the reason - but not for the best of reasons perhaps, says an article in Wired. The latter observes that the smartphone market is saturated. Rivals, especially Google, are building hardware that truly rivals the iPhone, and after ten years, the iPhone can no longer serve as Apple's growth engine. The company now faces the same challenge it did a decade ago: figuring out what's next.