Jakub Karnik The Wall Street Journal yesterday published a report that deals with the recent changes that Apple is currently going through. The most emphasized is the fact that the company stops relying on the sale of iPhones and instead is still trying to develop services as much as possible, in which they see the future.
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According to the WSJ, Apple has reassessed its previous priorities and is slowly transforming from a company that primarily benefited from hardware sales to a company where services, artificial intelligence and other software technologies will play a key role. Last year, Apple pulled more than 200 employees from Project Titan, which specializes in autonomous driving, and moved them to develop its new streaming service, which will compete with platforms such as Netflix. The company from Cupertino should present it within the next month.
Along with the new streaming service, the company is also likely to introduce a cheaper Apple TV variant, which could be similar in shape to the Amazon Fire Stick and only serve as a streaming device. Other functions such as playing games will remain only in the full-fledged and more expensive version of Apple TV. Apple is thus focusing on building its services portfolio as well as improving artificial intelligence, which could boost sales of iPhones and other hardware, as in the last quarter of 2018 alone, Apple sold 11,4 million fewer iPhones than in the previous year 2017.
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The company's restructuring is also indicated by the fact that John Giannandrea was recently promoted to the position of senior vice president of machine learning and artificial intelligence, whose main focus is overseeing strategies that improve these areas. Giannandrea came to Apple from Google in the spring of 2018. His main task was to improve Siri, which was significantly lagging behind other voice assistants.
