Nearly nine years ago, when The New York Times ran a story about how China had helped Apple achieve a remarkable first quarter in 2015, it noted how the iPhone was at the center of the company’s success: “Sales of iPhones accounted for 69 percent of the company’s revenue in the quarter, up from 56 percent in the same quarter a year ago.” And for more than 15 years, Apple’s focus on developing and marketing the iPhone has paid off.
But in 2024, the company appears to be pivoting to a new strategy: Apple will focus on AirPods and other wearables, according to Mark Gurman, in his Power On newsletter on Bloomberg. One reason for the shift is iPhone sales (along with sales of iPads and Macs) were down last year.
