A journey from $188.5 Million* market cap to about $1.3 Trillion*; from one primary camera (iPhone 4) to triple cameras (iPhone 11); from launching iPad in 2010 to owning 31.4 % share in the global tablet market by 2019*.
If you look at the decade of Apple, the tech giant has performed astonishingly well. Of course, there were some incredible highs and also some disappointing lows. And this article is to commemorate Apple’s best and worst moments over the 2010 – 2019 decade.
The Decade from The Eyes of Apple Inc.
The idea behind this post came to me while I was retrospecting my decade. My journey of being a mere fan-boy to a full-fledged self-professed iGeek started in 2010.
So, in some way, I was part of Apple’s journey through the decade, at almost every step. I have celebrated and boasted about all the great things the Cupertino giant achieved. Remorse mistakes made and witnessed them learning valuable lessons from them.
Proudly embraced all their path-breaking endeavors and mocked others when they eventually followed suit. But enough about me, let’s browse through Apple’s notable moments.
iPad: Beginning of a Mean Machine
When Steve Jobs unveiled the iPad on January 27, 2010, it wasn’t the first-ever tablet. However, it was the first-ever to make a notable impact.
It did not necessarily shake the world, but it managed to set a benchmark that no other competitor has managed to touch till now. In fact, almost all tech publications have pronounced it as one of the best gadgets of this decade.
Apple v Adobe Flash: The Start of The End of Flash
At the time, Adobe’s Flash was an integral part of websites and web videos, games, etc. When Apple decided to exclude Flash from iPhones, iPods, and iPads, it leads to combat of words between the two tech giants.
In hindsight, the decision has some merits, but Apple had to face brickbats from industry insiders and the omnipresent critics. The issue got so much heat that Steve Jobs had to pen down an open letter, explaining his side of the story.
MacBook Air: Second Time’s the Charm
The original MacBook Air was expensive, slow, fragile, and mediocre, which is why the second generation is so notable. Apple not just fixed issues, it massively enhanced the machine.
Jobs called it a Mac and iPad merger, with instant-on, great battery life and great storage on its side. The best part was it was thinner and lighter than any other notebooks.
The promising machine inspired a whole new class of laptops. It was so well received historically, that Apple still retains the overall form factor of the device.
iTunes Ping: Not All Goes Right
Not many can recall Apple’s attempt to launch a music-oriented social media platform, do you? Around the time, iTunes has had around 1 million members in 23 countries.
Ping was intended to connect music lovers with the artists and each other; users could follow artists and view posts. However, this short-lived dream was chopped in 2012 and was replaced by Facebook and Twitter integration in iTunes.
iPhone 4: Controversy over a Controversy
Although the iPhone 4 is my favorite gadget of the decade, it was not entirely free of issues. Controversies started before the device even launched as an Apple employee forgot the prototype at a bar.
Ya!! That happened. Gizmodo took the chance to be the leaker and, in turn, earned a lawsuit. And if that wasn’t enough, the Antennagate issue bugged the device.
Apple even released a statement, explaining the correct way to hold the device. The escalation was to a level that Apple eventually offered free cases to users facing the issue.
Siri: World’s First Smartphone Digital Assistant
Though Siri was launched as an iOS app in Feb 2010, it was in October 2011, that Siri was integrated into the iPhone 4S.
While Alexa and Google Assistant has overshadowed Siri now, the app was astonishing at the time. It understood users to request and had an answer for almost anything.
Steve Jobs’ Death: Apple Lost a Visionary
On October 5, 2011, the tech world was shocked and disheartened with the death of Apple’s founder. It may be unfair on others, but Apple surely isn’t the same without him.
We can only imagine what amazing ideas his brilliant mind would have birthed next. All we know for sure, it would have been something we desperately need but don’t know yet.
In saying so, I would also accredit Tim Cook for nicely filling in some big shoes.
With iOS 5, Apple solved a preeminent issue with the iPhone by launching iCloud. While the Android operating system became truly standalone, iOS still followed the iPod model of syncing with a computer through iTunes.
Whether for activating or updating, you needed a PC. iCloud changed the situation by making iPhone independent, thanks to the over-the-air setup and update.
iCloud also lent users space to save their contacts, calendars, documents, and Photos. What’s more, new files or changes were synced automatically across all their Apple devices.
How could we miss out on the launch of iMessage!! While Blackberry had BBM, Apple introduced its very own version in iOS 5.
An encrypted messaging service, iMessage featured read receipts, multimedia, typing indicators, and more. Initially, only for iOS devices, the service was soon available on Mac as well.
Since then, iMessage has grown both in popularity and features! The blue bubble is now a big part of pop culture.
Apple Sues Samsung: Beginning of the Patent Wars
The patent lawsuit between the two smartphone giants ran for almost a decade. It all started in 2011 when Apple called out Samsung for copying the iPhone.
After all, Samsung Galaxy handsets sported an almost identical design and form factor. The Cupertino giant demanded a license fee for every phone sold and compensation.
What ensued next was the patent infringement war, both parties countersued each other. Apple ultimately won the case and $600 million from Samsung in 2018.
On the flip side, Apple did lose some valuable secrets and employees in the process. While Samsung still follows Apple’s lead in some form, at least it doesn’t ‘Copy.’
Mountain Lion Release: Stepping Into The Future
The ninth major version of OS X, the Mountain Lion, marked a critical switch in the way Apple released its update. Earlier, the flagship OS X releases were introduced roughly every two-three years and costed per-machine.
With Mountain Lion, the releases became available online through the Mac App Store and came with unlimited installs on the same Apple ID. Moreover, the updates were available every year from then onwards.
In short, instead of a ceremonious desktop operating system release, the update was more in line with the iOS release pattern.
Apple Maps: Software Blunder of the Decade
With the release of iOS 6, Apple ditched Google Maps and introduced its flagship app instead. However, that was a catastrophic decision.
Apple Maps was so wrong and incorrect that Tim Cook had to apologize in a public post. The CEO also suggested alternative apps users should employ.
Google Maps was reintroduced after two months; meanwhile, Waze became a popular option. Now in 2020, Apple Maps seems to be on the right track, but the 2012 debacle still looms, and users prefer other third-party apps.
The Employee Shake-up: John Ive’s Promotion
As Cook cemented his position as the CEO, there were some apparent gains and some losses.
In a press release, Apple announced the departure of Scott Forstall and John Browett. While, Jony Ive, Bob Mansfield, Eddy Cue, and Craig Federighi received additional responsibilities.
Along with his responsibilities as the head of Industrial Design, Ive also became the leader of the Human Interface group.
The Drastic iOS 7 Redesign
With the departure of Scott Forstall, iOS 7 got a massive revival under the leadership of Craig Federighi and Jony Ive.
Earlier, the iPhone UI was heavily influenced by skeuomorphism, wherein texture and shadows were added to icons and apps to make them look lifelike and familiar.
iOS 7 took an entirely opposite path; it was clean, crisp, minimalist, and certainly brighter than ever before. Everything from the icons to app interfaces carried an extremely toned-down design.
Though it set the tone for upcoming updates, the iOS 7 was a rushed, buggy, and ill-considered update. It was the recent iOS 13 update that brought back a friendly, humane, icon glyphs with SF Symbols.
Launch of 5s and 5c: Two iPhone Launched Simultaneously for the First Time
A lot was changing for Apple.inc in 2013, including the launch of two flagship phones. 5s was the sophisticated, powerful device with an A7 processor and Touch ID in subtle gray, gold, and silver finishes.
Whereas, 5c was the cheaper and colorful version. The bright-colored plastic body was targeted at the youth and housed older components (A6 processor).
All in all, the tech giant wanted to grab multiple audiences. Looking back, the idea did work well as the devices managed to grab attention and spread their reach.
Fingerprint sensors weren’t a thing back then; they were often limited to enterprise laptops as a security feature.
iPhone managed to change the setup by bringing in biometrics as a convenient and secure option. You can unlock devices, authorize iTunes & App Store purchases, and much more.
Unlinked to the Touch ID’s success, the Home Button became an iconic design loved and appreciated by many. Along with devices up till iPhone 8 series, some iPads also sported the tab.
iPad Air: A Slimmer and Smarter iPad
The iPad got a facelift with skinnier side bezels, thinner 7.5mm chassis, and 25% lesser weight. Both the front and rear cameras were upgraded as well.
Additionally, the iOS 7 redesign gave the interiors also a makeover. While it sported a Home Button, it lacked a Touch ID.
This brought in some slack from audiences as they were still doubtful about the iPad’s adequacy as an individual device. It was not until iOS 9, split-screen multitasking and such features that the iPad came into its own skin.
Apple Acquires Beats: The $3 Billion Deal
Undoubtedly, Apple’s largest monetary acquisition of the decade. At the time, Beats was well known for its headphones and was managing a streaming service, Beats Music.
In hindsight, it was a brilliant decision as the tech giant was secretly planning to introduce an audio streaming service and kill the audio jack.
Thanks to an expensive yet worthwhile deal, we got fabulous iOS-friendly Beats headphones, AirPods, and Apple Music!!
It was in July 2010 that Chris Lattner started Swift’s development. Four years later, Apple introduced the WWDC app, the first publicly released app written with Swift.
Then onwards, Swift and XCode have opened the floodgates for developers and their brilliant ideas. While Apple allowed and invited third-party apps, the integration with the OS now was way better.
Feature-full iOS 8: Hey Siri to Health App
The eight major releases saw massive improvements from its predecessor. It brought in a whole world of new possibilities, including establishing a better ecosystem.
With features like Continuity, Handoff, and SMS support, users could quickly move from one Apple device to another. iOS 8 also introduced Spotlight suggestions, Family Sharing, Health app, Medical ID, widgets, QuickType keyboard, and more.
Siri got hot-word activation and Shazam integration in iOS 8 itself. In short, our most favorite iOS knick-knacks were first introduced in 2014.
Time-lapse and iCloud Photo Library: Oh! That Sorcery
Indeed some of our favorite features were initially introduced with iOS 8, including Time-lapse, Self-timer, and iCloud Photo Library.
With Time-Lapse, you could record frames at shorter intervals to show events at a faster speed. A neat trick we still use in 2020.
And thanks to the introduction of the iCloud Photo Library, users found a great solution to store their entire photo library. Moreover, new images and edits will sync across all your Apple devices.
iPhone 6 Plus: Bigger Screen and Bendgate Saga
2014 iPhone’s marked Apple’s first entry into larger phones. It jumped from a 4-inch screen of iPhone 5 to 4.7-inch and 5.5-inch on iPhone 6 and iPhone 6 Plus.
Although, the ultra-thin aluminum body of iPhone 6 Plus plagued with a lot of controversies! Namely, Bendgate, i.e., users, claimed that the device is bending from being in their pockets.
A video from Unbox Therapy testing the issue blew it up in all directions. So much so, that Apple invited reporters into its testing facility and illustrated that every device undergoes through rigorous testing.
After the dust settled, Apple went on to release four more generations of the same model. And somehow no one claimed about the issue anymore.
Apple Watch and Apple Pay
After Steve Jobs’s demise, a lot of fingers were pointed at Apple. Most questioned whether Apple could launch something new, offbeat, and unusual.
Thankfully, the September 2014 event saw not just one but two fantastic product category announcements, Apple Watch and Apple Pay.
While both were set to release in 2015, the announcement and idea of them created enough ripples around the world. And now, Apple Watch dominates the smartwatch industry, and Apple Pay has over 383 million users worldwide*.
Tim Cook: The First CEO in the Fortune 500 List, who Confessed His Sexual Orientation
Apple is amongst the most looked upon the company in the world, and every small detail can be a deal-breaker.
Tim Cook braved and came out in an essay he wrote for Bloomberg. His actions were more of a positive influence than negative.
Apple has always committed to diversity and human rights, and this announcement solidified the image further. If the world’s biggest tech company can be open about it, anyone and everyone could as well.
MacBook: Thinnest, lightest Mac with Just One Port
In March 2015, Apple introduced the world to a futuristic device with just one port. It was thinner than MacBook Air and weighed only two pounds.
Despite the size, the 12-inch MacBook was a beast in terms of battery life (10 hours)and price ($1299). But it had its share of troubles with just one port and the butterfly keyboard.
A single USB-C port was now responsible for charging, data, and display input/output. Apart from being highly inconvenient, it needed a host of USB-C adapters, dongles, and accessories to operate. And the keyboard issues were another saga.
Apple refreshed the MacBook in 2016 and 2017, but eventually, the model was discontinued in 2019.
Jony Ive named Chief Design Officer
In May 2015, Apple announced that Ive had been promoted to the role of chief design officer (CDO). A massive feat considering, he was amongst the three C-level executives Apple had at the time.
CEO Tim Cook and CFO Luca Maestri being the other two. With the promotion, Ivy got relieved from the managerial responsibilities, although he remained the face of Apple design.
Ive concentrated on Apple Park, the company’s new campus, and monitored revamp of retail store architecture. He returned to his old profile in 2017.
iPad Gearing up to be a Laptop Alternative – Thanks iOS 9
With the launch of iOS 9 Multitasking features and iPad Pro, Apple was now inviting professionals. The tablet enhanced its functionality from emails, surfing, videos, games, chatting by much much more.
With features like Slide Over, Split Screen, and Picture in Picture iOS 9 update performed similarly to OS X El Capitan.
Additionally, the newly launched iPad Pro housed an A9X chip and the Apple M9 motion coprocessor. Along with the Apple Pencil and powerful iOS, it was indeed a mean machine.
Fourth-Generation Apple TV – A TV with an App Store
While the Apple TV was around some time, it wasn’t that full-featured as of yet. The fourth-generation iteration changed the way Apple TV operated.
Along with 1080p support, it was the first TV with a dedicated App Store and deep Siri integration. Thanks to the tvOS, users got an interface they can understand and explore.
They could download apps, games, and even as Siri to find content or perform specific tasks. And this was just the start!
The Magic Mouse 2: A Smart Idea or a Stupid Design?
Apple revamped the design of its Bluetooth-enabled Magic Mouse after six whole years.
The significant difference was that a rechargeable internal battery powers this one.
While replacing the AA batteries seemed like a nice idea, many found a potent flaw in the design. To charge the mouse, you have to turn it upside down as the Lightning port is placed on the bottom.
Agreed that it takes only two hours to charge and lasts about two months, it still seems funny that you can’t use it while charging.
Honestly, I am pretty ok with the down-time it gets. But sometimes you do have important work to tend, and charging can become an issue.
The First Apple Pencil: Another Not So Great Charging Situation!
Launched alongside the iPad Pro, Apple’s stylus pen was a great addition. It featured pressure sensitivity, angle detection, and low latency.
However, the magnetically-fastened removable cap had a situation going under its hood. Again, the lightning conductor charging was a great idea but a dull execution.
The charging situation is a bit awkward as the Apple pencil protrudes out of the iPad like a fragile extended antenna. Although it takes just 15 minutes to charge, my heart skips a beat or two even now.
Apple Watch Gold Edition – Expensive And How!!
While the first-generation of Apple Watch was pretty slow, it was a great base to build on. And Apple did improve massively in the upcoming years.
However, the solid gold Apple watch was a total dud. Priced between $10,000 – $17,000, it reportedly did not get many suiters.
Eventually, Apple canceled the whole concept. Although it still forays into the fashion sphere a bit with some less expensive and yet premium cases and bands
iTunes has single-handedly streamlined the music industry and minimized piracy upon its launch. However, with the rise of streaming services like Spotify, iTunes music purchases were slowly declining.
Putting the Beats buyout to good use, Apple launched Apple Music to recapture the modern music market. And thanks to the vast library of songs, the inclusion of Beats 1 radio and its integration across all Apple devices and services, it managed to do just that.
As of 2019, the service boasted over 60 million subscribers around the world.
iPhone SE: A Desperate Attempt or a Brilliant Idea?
With Android phones launched by the dozen, iPhone was losing its base. As Apple ran out of new places to sell, the iPhone’s sales growth was slowing down.
Although Apple never said as much, many believed that SE eases Apple’s attempt at damage control. Along with the same A9 chip and 12-megapixel rear camera as the iPhone 6s, the iPhone SE carried a lower price tag of $399 unsubsidized.
The ‘cheaper’ iPhone was targeted at lower-end segments, a market Apple never explored. And to Apple’s surprise, the device became quite popular.
Notably. Apple plans to recreate the same magic this year as well. Reportedly, we would see another special edition iPhone SE 2 or iPhone 9 this year.
iPhone 7 and 7 Plus: The Curious Tale of the Missing Headphone Jack
Although the iPhone 7 carried a similar form factor as its predecessor, it was surely different. Apple Removed The Headphone Jack!!!!!!!!!!
And even ten exclamation marks doesn’t justify the shock everyone felt after that Apple event. Obviously, there was an uproar about and around the topic.
Apple claimed that the port is an old analog technology, and wirelessness is the future. While Apple included a 3.5mm to the Lightning dongle in the box, the surprise/shock did not settle down for long.
A lot was said about Apple locking down its devices and proprietary dongle sales. But Apple bravely stood its ground, and now most smartphone manufacturers are chucking out the jack as well. Bravo Apple, there is a reason I am an iGeek.
AirPods: The Solution We Didn’t Know We Needed
Marques Brownlee quite appropriately stated in his video; Apple smarty created a massive problem by removing the 3.5mm jack. And even more smartly launched AirPods as the most viable solution.
Apple called them the future of headphones, and naysayers called it another way of making money. In retrospect, both were right!
AirPods have opened a new world of wireless audio accessories, with a few worthy alternatives and other mere copies. As for the till it is continuously ringing, and Apple’s earbuds could quickly become the company’s third-largest product by 2021.
Portrait Mode: Hi, How Are You?
In the whole situation of missing headphone jack, we missed an important detail. For the very first time, iPhone 7 Plus housed two cameras.
With the addition of a telephoto lens, iPhone now had 2x optical zoom, although I want to bring your attention to the birth of our beloved iPhone Portrait mode.
And if you love clicking pictures and capturing moments, you will know what a feat this was. Moreover, portrait mode soon became an important selling point of the upcoming iPhones
2016 MacBook Pro: Touch Bar, Butterfly Keyboard and all
There were already talks that Apple is ignoring its range of laptops and the MacBook Pro. Apple in 2016 overhauled the MacBook Pro again, this time introducing an even thinner, lighter design with a redesigned butterfly keyboard and a better-than-ever display.
The butterfly keyboard was touted as a superior typing experience, and it was also thinner than before, allowing Apple to slim down the machine. Still, it ultimately turned out to be a mistake.
Butterfly Keyboard: An Epic Fail
While no one became a fan of this keyboard in 2015, it was in 2016 with the launch of the MacBook Pro, that the issue is starting brimming up.
The 0.5mm essential travel became a hassle for most users, especially with dust deposits. Troubles like double typing or specific keys not working became common.
After some(many) complaints, Apple had to launch a keyboard repair service. It covered all Mac laptops with a butterfly keyboard mechanism, even the ones outside AppleCare warranty.
Apple v FBI: The Battle Between Loyalty and Patriotism
In December 2015, an innocent Christmas party for the San Bernardino County Department of Public Health turned ugly. Two shooters killed about 14 and injured 22 people.
During their investigation, the FBI came across two government-issued iPhone 5c. The FBI and NSA failed to unlock the device and asked Apple to do so.
However, the tech giant refused, declaring that Apple has “a responsibility to protect your data and your privacy.” Even after the law-enforcement agencies pressured, Apple did not budge and stuck to its guns.
Following the incident, Apple became more conscious about privacy and built more in-depth controls into iOS, such as Face ID and USB Accessories Restricted mode.
The App Store Revamp: It’s the Season for Subscription
The WWDC conference 2016 brought in a surprise for app developers. Firstly, the app review time was dropped from 5-7 days to under 24 hours in most cases.
Then there were App Store Search Ads, which didn’t sit well with app makers. Now, they would have to bid on keywords to get featured in the top results.
Overall the best piece of news was app subscriptions. Now all app categories can incorporate an in-app subscription format. This way, the revenue share of developers and incentives got a considerable hike.
What’s more, 70/30 revenue split would reduce to 85/15, if the developer retained the customer for more than a year. Almost all significant developers included a subscription payment model, benefiting their users, themselves, and Apple as well.
Apple v Qualcomm: A Messy Situation
Just as the year began, Apple filed a $1 billion lawsuit against Qualcomm for anti-competitive practices. The dispute around the modem chip involved debates about licencing fees, breach of term and patent infringement.
Up till now, both the companies maintained an exclusive supply arrangement. But in 2016, it shipped two variants of the iPhone 7, with Qualcomm and Intel modems.
The break was not a pretty sight. They took their disagreements all around the world creating troubles for each other business. Eventually, Apple dropped Qualcomm and relied entirely on Intel.
Quite shockingly, the duo reached on the second day of hearing in 2019. It seems Apple backed down so as to accommodate the 5G needs for their 2020 iPhone.
First Event at Apple Park
Apple’s ambitious campus Apple Park was finally close to completion. Under Ive’s vigilant eye, every part of the building was custom design.
It even has an underground theatre, that is named after Steve Jobs. The 2017 iPhone keynote was the first event at the Apple Park. And ever since, every iPhone keynote is presented here.
This inspiring modern tech-friendly space has seen some notable moments in Apple’s history. And as of now, I can assume it will also some special launches over the next few decades.
iPhone X: The Notch Story
As expected the first event at the Steve Jobs theatre has some amazing moments. Apple’s ‘one more thing’ this time around was an iPhone with a bezel-less design, face recognition and the infamous notch.
iPhone was iterating the same form factor for three generations. And everyone was again questioning Tim Cook’s leadership. iPhone X was the anniversary edition and it had to be amazing as well as controversial. Gladly, it was both.
The home button and Touch ID were replaced by gestural navigation system and IR sensors for 3D face-recognition. It also featured full-screen OLED display, 4K video recording, and the latest A11 chip.
Despite the $999 price tag, iPhone X got great response. However, the notch took centre-stage as not many enjoyed it. Eventually, all made peace with the pattern and started loving and enjoying it.
AirPower: Loved it! But Couldn’t Get It
There is no doubt that Apple is an ambitious company; it dreams and dares to do things no one could imagine. However, I think Apple made a big boo-boo with AirPower.
You may call it the ten-year hitch or anything else, but Apple ambitiously announced AirPower wireless charging mat. On paper, it sounded perfect!
A mat that can wirelessly charge three devices at the same time. Unfortunately, the tech giant spoke to soon and realised later that it doesn’t work properly.
After much embarrassment, Apple cancelled the product in March, 2019. We all thought the same, Apple should have checked before the announcement.
BatteryGate: The Mother of All Controversies
The uproar caused when users came to know that the performance degradation is due to the iOS update is probably the biggest scandal of the decade. The developers of Geekbench provided evidence of the act.
What ensued was blown out accusations that Apple was doing this to encourage sales. Eventually, Apple had to issue a public apology. The company dismissed the accusation and gave out a lengthy explanation on the matter.
Basically, this was done to preserve system stability on devices with degraded batteries. That is to avoid system overloading in the future and turning itself off. Apple further promised to make the throttling process more transparent.
In iOS 11.3, users could check their estimated battery capacity. They even got a toggle option to disable the throttling and accepts the consequences that may occur.
iPad Pro: Thin Bezels and No Notch
Everyone loved the iPhone X and so did Apple. The iPad Pro has slimmed bezels that housed TrueDepth sensor, killing the need of the notch.
It also carried a similar gestural system, making everything from minimizing to closing the window super simple and fun.
Moreover, the accompanied second generation Apple Pencil was a considerable upgrade. Along with a magnetic wireless charging it also featured tap-sensitive zones on its sides.
Although the Face ID was a little problematic, it only worked in portrait mode. As in landscape mode, the camera is blocked by users hands.
iOS 12: A Faster and Lighter iOS Update
With the batterygate controversy still fresh in users’ mind, Apple attempted a different approach for its next iOS update.
Instead of focusing on new functions, the update included performance and quality improvements and security updates.
Thankfully, iOS 12 could do, what it said. There was a dramatic improvement, 70% faster Camera launch, 50% faster keyboard activation, 40% faster app launch.
Apple Watch 4: Bigger and Better
The 4th generation of Apple Watch was more on the lines of iPhone X design. Thin bezel, bigger screen and rounded ends.
Along with a new crown with haptic feedback, it also featured potent health related upgrades. Whether it’s the fall detection setting or ECG monitoring, both features have reported to save quite a few lives.
Whilst Apple Watch was making ripples in the market, after this upgrade there was no stopping it.
iPhone XR: Best of Apple at a Great Price
In terms of design and features, this device was more or less like the iPhone X and the iPhone XS and iPhone XS Max that launched with it.
What stood out for XR is the price tag! A brand new iPhone was no more the luxury of first world as it was within the reach of the second world also.
Agreed it lacked some features, like instead of a full-screen OLED it came with a “Liquid Retina” LCD display. But, you are privy to Apple A12 Bionic chip at budgeted price.
XR was appreciated by many and managed to grab 48% of the total US iPhone sales for the fiscal quarter ending June 29, 2019.
Content is the King: Launch of Apple TV+ and Apple Arcade
In March, Apple organized its first-ever non iPhone event at the Apple Park. This was intentionally done to emphasize the important of services about to launch.
For sometime now, Apple has shown interest in services as much as its products. While Apple Music is finally breaking the ceiling, Apple News+ failed to achieve distinction.
Trying its hand on a video streaming service and gaming platform, Apple revealed Apple TV+ and Apple Arcade at the event.
The information provided was so scarce that everyone doubted the future of these services. However, both managed to create ripples in their respective market.
Apple TV+: Accolades and Awards
Despite tough competition from Netflix and newly launched Disney+, Apple TV+ is expected to gain around 10 million users.
It’s great news as the Cupertino giant reportedly invested over $1 Billion for original content and hand-picked notable Hollywood stars.
The Morning Show, amongst the platforms most coveted shows even managed to grab one SAG and one Critics’ Choice Television Award. Now, that’s a major feat considering the show was launched on 1st of November 2019.
Apple Arcade: A Perfect Gaming Platform!
There are quite a few lucrative benefits of Apple’s video game subscription service. You get access to a bundle of exclusive games at just $4.99 per month.
This cost also includes Family Sharing, i.e. up to six members could use it, without any additional cost. Then users can save their progress and continue the game from any device linked with the iCloud ID.
Plus, it’s ad-free; no in-app purchases and works with Xbox Wireless Controllers, PlayStation DualShock 4, and MFi game controllers. If that’s not enough, Apple promises to launch new games regularly, and so far it has kept its promise.
The March 2019, event also offered a massive surprise, the tech giant’s jump into the financial playground.
In association with Goldman Sachs, Apple designed a card to be used with Apple Pay on Apple devices such as an iPhone, iPad, Apple Watch, or Mac.
At first, it did sound odd that a tech company is offering a credit card! But then Apple loves shocking the world and managed to create a frenzy with this launch as well.
The uber-minimalistic, white titanium card received much love thanks to its looks, features and Apple’s name backing it.
While only the upcoming decade will tell if the Apple Card is a hit or a flop, we are excited that the tech giant is experimenting!
Some Goodbyes: Jony Ive Leaves Apple
When Ivy stepped back from active designing in 2015, after becoming the CDO, this was expected. But when he went missing from Apple’s leadership page in June, every Apple lover was shocked.
In part, this decade of Apple also covered his design journey as well. Thankfully, all is not lost as Ive will be part of Apple through his design firm dubbed as LoveFrom.
We don’t know the future, but we know for sure that his design legacy and ideology will be part of us iGeeks for sure.
iPad OS13: Getting iPad Prepped for the Future
We have surely seen the iPad grow into something amazing over the decade. However, the floodgates of possibilities are still wide open and Apple ensures that with iPad OS.
Some might call this a bit late, but better late than never. Built on the same foundation as iOS, the iPad version will have powerful interface and apps designed for a large multi-touch display.
While not much was different between iOS 13 and iPad OS 13, we expect big things from iPad OS 14. What about you?
Sign in with Apple
You might have observed that for some apps and websites allow you to log in with your social network account. Now, with the latest update you can log in with your Apple ID as well.
By doing this, you can use your Touch ID, Face ID or a device passcode, providing you an easy and more private way to sign in.
Another benefit of this method is Hide My Email; this helps you create a burner-style email address. Check out our in-depth guide for more info on this feature.
2019 iPhones: Delivering What Users Desired!
Apple introduced three new mobile devices in 2019: iPhone 11, 11 Pro, and 11 Pro Max. The upgrades were quite unsurprising – better camera and better battery.
But what is worth taking a note is that the upgrades kept customer needs at top priority. They needed a battery that could last through all day and a camera can click amazing images.
The camera system offered was amongst the best, making the 2019 devices competing neck to neck with Google’s Pixel lineup for still photos.
Along with a tele-photo, the two Pro models also sported an ultra-wide lens. Thanks to an easy switch between the two lenses, taking awe- striking images and video simpler.
As per Apple, the sales of these devices contribute heavily as the giant managed to garner its highest quarterly revenue ever.
AirPods Pro: The Best of the Rest!
While AirPods were good on their own, Active-Noise Cancellation was missing from the feature list. The 2019 Pro iteration changed the scenario.
Along with ANC, AirPods Pro also boasts transparency mode, interchangeable silicone tips, customizable fit, automated frequency profile, IPX4 water resistance, wireless charging case and of-course amazing sound quality.
The Apple earpods truly stand true to its ‘Pro’ suffix as almost every user rave about them. And most importantly, in a market brimming with alternatives, they have managed to capture a big market share.
Mac Pro and 16-inch MacBook Pro: A Staggering Price Tag!
Before the decade closed, Apple introduced two new Pro machines: modular Mac Pro and 16-inch MacBook Pro.
In terms of upgrades, both the machines corrected their previous mistakes. The 2019 MacBook Pro ditched the butterfly keyboard for a quieter scissor switch mechanism.
The infamous touch bar design continues, but thankfully a physical Escape was included. As for the Mac Pro, it sports an improved old cheese grater design.
It also offered great thermal headroom and slots for future expansion. However, the whole package with the wheels, Pro XDR display, its stand, the Afterburner etc. makes for an eye-wateringly expensive machine.
Both devices are capable enough to manage the demands of professionals. Although the price vs features vs worth debate still seems to be a part of the ecosystem.
That’s all for the decade…
I really enjoyed this trip down memory lane! From remembering my reactions to recalling all the debates. These past years, I have grown with Apple and truly embraced the tag of iGeeks.
While I wish for a great new decade for me, I also wish the same for Apple. Do let me know your favorite moments of the decade in the Comments section below.
I will see you next time, till then enjoy these articles:
- Why the iPhone 4 Is My Favorite Gadget of the Decade?
- Apple in 2020: What Else Should We Expect From The Tech Giant?
- Profitability Vs Sustainability: How Apple is Striking the Balance
- How It All Started: A Brief History of the First iPhone
The founder of iGeeksBlog, Dhvanesh, is an Apple aficionado, who cannot stand even a slight innuendo about Apple products. He dons the cap of editor-in-chief to make sure that articles match the quality standard before they are published.