After recording its
first quarterly sales decline since 2003 this year, the
doom and gloom sentiment surrounding Apple has reemerged. Some critics believe that Apple is doing too many things at once, or wrongly placing its focus on areas like Apple Watch bands rather than its core product lineup.
The most vocal critics often point towards the state of Apple's current Mac lineup, which is beginning to stagnate. It has been 447 days since the last MacBook Pro release, while the MacBook Air has not been updated beyond a RAM bump in 518 days. Mac mini: 662 days. Mac Pro: 963 days.
Apple's stock also remains down over 13 percent from its 52-week high, and investors perhaps have at least some reason for concern. Rumors suggest, for example, that the next iPhone will be an
incremental improvement over the iPhone 6s, with more significant changes not coming until 2017.
In a new
Fast Company interview alongside CEO Tim Cook, Apple services chief Eddy Cue acknowledged that technology companies are "only as good as the last thing" they did.Cook admitted that Apple can "sometimes fall short," but indirectly added that the "Apple is doomed" narrative has existed during his entire 18-year span at the company.Fortunately for Cook, he said he doesn't "read all the coverage on Apple that there is," and instead focuses on pushing the company into a future that is bigger and broader. "I want Apple to be here, you know, forever," he said.Earlier this year, Above Avalon analyst Neil Cybart said Apple is on track to spend a record
$10 billion on research and development this year, up nearly 30 percent from 2015, and significantly more than the little over $3 billion per year it was spending on R&D just four years ago.
Cybart said the increased spending undoubtedly points towards development of the widely rumored Apple Car, suggesting that the company will pivot into the automobile industry. But if Cook's recent teaser about "
great innovation in the pipeline" is any indication, Apple could have other plans in store too.
Apple Maps and Public Beta Testing
One other interesting anecdote in the wide-ranging interview: Apple Maps is the reason why iOS public beta testing exists.
Full-length interview: Playing The Long Game Inside Tim Cook's Apple
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Apple Says 'You're Only as Good as the Last Thing You Did' Amid Sales Slowdown