A Decade of Change: How Apple Navigated Challenges in a Maturing Market
A Decade of Change: How Apple Navigated Challenges in a Maturing Market Introduction In 2015, Apple reached the height of success, powered by record-breaking iPhone sales, high profit margins, and strong customer loyalty. Over the past decade, Apple faced a complex market landscape filled with challenges like market saturation, regulatory scrutiny, supply chain issues, and shifting consumer expectations. Through strategic changes in hardware, services, and sustainability, Apple demonstrated resilience and adaptability in a dynamic tech industry. This review explores Apple's journey from 2015 to 2024, a period marked by transformation and sustained industry leadership. Transition from Hardware to Services In 2015, iPhone sales drove much of Apple's revenue. However, by 2024, Apple diversified its revenue model to include a robust services segment. Apple Services—such as Apple Music, iCloud, Apple TV+, and Apple Arcade—grew significantly and accounted for nearly 25% of tota...