And increase its revenues from services
launches are not what they used to be. A decade ago the unveiling of a new iPhone would inspire quasi-religious ecstasy; devotees would camp on pavements outside shops as the release date drew near. At the firm’s latest event, on September 10th, the format was the same: Apple’s boss stood on stage, clad in a regulation black jumper, and spoke of the world-changing power of the company’s latest wares. But the fizz was gone.
Smartphones have become boring. Consumers around the world are upgrading less frequently. Sales have stagnated . That poses a problem for Apple, which has built its success on charging eye-watering prices for aspirational, frequently replaced devices. Its response—to focus more on selling services and less on selling hardware—has been widely trailed.
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