The wires this morning were full of stories about Apple’s Q2 results. iPhone unit sales were down 16% on the year ago quarter and there is widespread speculation that the growth might be over. We talked about it a bit in the office earlier on and whilst a few of us think the iPhone 7 might have something cool about it that could revive growth none of us think there’s much further for the iPhone to go. It’s already been improved through nine versions since 2007 and there simply isn’t much left to do.
iPad and Mac computer sales were also down and there’s little reason to hope for a return to growth in either of those two product lines.
Alphabet and especially Microsoft, the world’s second and third most valuable companies have been in this position for a while. They have responded by pushing into whole new areas to generate revenue growth, but with patchy success. Microsoft had massive hits with the Xbox and enterprise software, but missed with Bing, MSN, and mobile. Google has a similar record with Android and Google Apps counting as big hits, but repeated misses on social. Meanwhile both companies have newer projects aplenty.
Facebook, the world’s sixth most valuable company has arguably moved into a similar position recently and is making big bets like Oculus and Whatsapp (although the latter is arguably an extension of its core business).
Historically Apple hasn’t made many big acquisitions, which is why the world was surprised when they bought Beats for $3bn. Going forward I expect their M&A strategy to become more like the other tech giants, because without bold plays their revenues and profits will decline and their share price will suffer. Badly.
If I had to guess I would say many of these acquisitions will fall into their ‘services’ category, which is Apple’s one area of growth right now. It’s where Beats sits and cross selling services to their loyal customer base is a very obvious thing to do.