Apple Strategy Teardown: Where the World's Most Valuable Company Is Focusing In Augmented Reality, Wearables, AI, Cars, And More

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The maverick of personal computing is looking for its next big thing in spaces like healthcare, AR, and autonomous cars, all while keeping its lead in consumer hardware. With an uphill battle in AI, slowing growth in smartphones, and its fingers in so many pies, can Apple reinvent itself for a third time? Get the detailed analysis on Apple's trove of patents, acquisitions, earnings calls, recent product releases, and organizational structure. In many ways, Apple remains a company made in the image of Steve Jobs: iconoclastic and fiercely product focused. But today, Apple is at a crossroads. Under CEO Tim Cook, Apple's ability to seize on emerging technology raises many new questions. Looking for the next wave, Apple is clearly expanding into augmented reality and wearables with the Apple Watch and AirPods wireless headphones. Apple's HomePod speaker system is poised to expand Siri's footprint into the home and serve as a competitor to Amazon's blockbuster Echo device and accompanying virtual assistant Alexa. But the next "big one" -- a success and growth driver on the scale of the iPhone -- has not yet been determined. Will it be augmented reality, auto, wearables? Apple is famously secretive, and a cloud of hearsay and gossip surrounds the company's every move. Apple is believed to be working on augmented reality headsets, connected car software, transformative healthcare devices and apps, as well as smart home tech, and new machine learning applications. We dug through Apple's trove of patents, acquisitions, earnings calls, recent product releases, and organizational structure for concrete hints at how the company will approach its next self-reinvention. Given Apple's size and prominence, we won't be covering every aspect of its business or rehashing old news. There's strong evidence Apple is once again actively "cannibalizing itself," putting massive resources behind consumer tech that will render its own iPhone obsolete.

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