There's a very big reason would do this :
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Look at that chart. iPad Mini, a new "smaller/cheaper/different" iPhone, Apple is starting to need these things. The problem is that iOS devices are now over 70% of Apple's revenue. The "one model" strategy works as long as the market is showing good growth numbers, but alas, markets don't just grow indefinitely, they reach a point of maturity. The smartphone is probably getting there pretty soon and competition is getting vicious. A market with close to no growth and vicious competition will require Apple to diversify its offering in order to keep up its market share.
To keep showing growth to please shareholders, Apple basically has to do this before its too late. The iPad Mini was a similar move, open the doors to new growth possibilities for Apple, at the cost of some cross-model canabilization. Best to steal 3 million of your own sales and 2 from the competition than simply losing those 2 million sales, especially when your revenues are so dependant on the segment.
The only other possibility for Apple at this point to keep their growth rate would be to launch into yet another segment and be successful (TVs could be a possibility here, so could wearable computing like glasses/watches). Apple has reached maturity in many of its segments already (online services where it struggles with lackluster offerings/the traditionnal computers that is a very mature market with very small growth if not contractions from time to time) and the iPod is showing signs of dying off as a relevant revenue generator (and you can forget about growth in the segment if the trends of the last few years remain constant).
Totally agree. This is not about what SJ would do or Cook would do. What they've always done is skate to where the puck is going to be, not where it currently is.
If that means Apple needs to diversity and target emerging markets, then so be it. It's not necessarily a bad thing, and doesn't mean it will take away from their focus of creating high quality products.
There are bigger goals and underlying market strategies at play here, and making modern technology available to the masses in developing countries is certain a step in the right direction.
Or a more local example, do you really think AT&T cares to expand their network and increase their capacity if there is nothing to push their network's limits? They would be much happier sitting idling milking you for monthly fees than to pour in billions developing a faster network.
The more common the spread of information is, the more motivation to innovate and reach new milestones, whether it is in society, in technology, or otherwise.
IMO.