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Dan Moren for Macworld
December 7, 2018 6:24 AM PT
Over the many decades of its existence, Apple has faced a lot of challenges. There was the company’s battle against IBM early in the PC era, the seeming dominance of Windows during the 1990s, and even the worry that the company itself might cease to exist in the dark days of 1997.
Lately, though, it seems as though the challenge for Apple might simply be that it’s ahead of its own game. Rumors of slow iPhone XS and XR sales are hard to substantiate, with the company stepping back from providing information on how many smartphones it is selling. But it does seem clear that the amazing growth of previous years is leveling off somewhat, whether because the new phones are more expensive or haven’t wooed customers away from their current phones.
The iPhone is, of course, a huge chunk of Apple’s business. In the most recent quarter, it accounted for 59 percent of the company’s revenue. Even if sales do start slowing or, eventually, declining, the company’s still going to be selling plenty of iPhones for years to come. But every product has a lifecycle—just ask the iPod—and Apple is all too aware of that. That’s just one reason that the company has worked hard to position itself for the future.