you don't cannibalize yourself, someone else will,” Steve Jobs once notably
remarked. In the past year, Apple has again held true to this belief, as it
continues to outdo its existing products and launch all-new ones. The Apple
ecosystem expanded exponentially throughout 2015, along with its
customer-centric focus, as reflected by a 43 percent rise in brand value this
ambition to be a part of all facets of people’s lives has left few industries
untouched—it's created a huge ecosystem that keeps players big and small vying
for access. Apple continues to cultivate partnerships—particularly in the auto
industry, for example, with its connected CarPlay system—while staying ahead of
the pack. Its next (literal) big thing is Project Titan: a fully connected
electric car, rumored
for release in 2019.
company doesn’t rest on its laurels when it comes to new products and
innovation—its proved prolific with a list of releases that include Apple
Proactive, Apple Pay, Home app, iOS9, OS X El Capitan, Apple Watch, Live TV, 3D
Touch, iPhone financing, and Apple Music. The new tvOS iteration of Apple
TV stands to change how people consume content, and Apple is exploring the
possibility of creating original programming. Its personal assistant, Siri—which
continues to rival Facebook’s M and Microsoft’s Cortana—is about to acquire a
sixth sense: Apple
deliver super-personalized services, tailored to users’ daily lives.
relentless focus on the user is embedded in its very core, while the
brand's design sensibility runs across every touchpoint. People have
become central to much of its marketing, as Apple weaves its products into
users' personal stories, exemplified by Apple Music’s “Instant
Boyfriend Mixtape” commercial spot that aired during the 67th Primetime
Emmy Awards. In its recent iPhone spots, “Loved” and “Hardware & Software,” Apple speaks
directly about the merits of its product and its benefits to the user, claiming
“If it's not an iPhone, it's not an iPhone.” Apple Stores will be getting a
radical overhaul under the direction of Chief
Design Officer Sir Jonathan Ive.
also strives to make people feel more secure. Its seamless mobile shopping
service, Apple Pay, features biometric thumbprint technology that offers
several layers of security beyond a credit card. The brand is also prioritizing
users’ privacy as it innovates: Apple Proactive, for example, gathers data from the phone itself, rather than the cloud.
keeps Apple so far ahead of its rivals—and perhaps poised to
become the world’s first trillion-dollar brand—is its
instinct to constantly renew and challenge convention. Apple understands what
it takes to accelerate to the top—and keep its number one spot.