Apple surely knows how to develop amazing products and thrives on its ever-evolving ecosystem. But, what many don’t know is, it’s a trap – the ‘Apple Trap’ – for once you’re in, you are a happy captive.  

The tech giant recently released a new software update, iOS 17.2. With this, iPhone15 Pro and iPhone 15 Pro Max users can now record spatial videos, which can be brought to life with an Apple Vision Pro, which is expected to be released early next year. 

Experiencing spatial videos on Apple Vision Pro. Source: Apple Blog

In a Walled Garden

It’s not new that Apple has always pushed for a closed ecosystem. It serves as a way to not only give its users products exclusive to the club, but to retain those users through new products that work best when all Apple products are owned. With the Continuity feature, one can use their Mac with other Apple devices, allowing for smarter work and seamless transitions between the devices. 

The first Apple wearable, Apple watch, which was released in 2015, continues to allow sync only via iPhones. At the time of launch, though the iOS market was only 29%, when Android had over 70%, Apple continued its philosophy of launching it only for their niche club. Similarly, the easy pairing and content sync within iPhones and Macbooks.

Similarly, Apple TV that operates on tvOS, the operating system developed by Apple, includes related products such as Siri Remote and an Apple TV+ subscription. Clubbing this with other home devices such as Apple Pods, the whole home setup is addressed. 

Push Towards Hardware

As per a recent Bloomberg report, Apple is said to heavily concentrate on its wearable segment in 2024. The iPhone, which has always been at the center of annual Apple product launches, will also see the launch of a new iPhone version, however, it will have no significant upgrades. Instead, Apple will be focusing on their hardware products this year. 

In addition to Vision Pro, the most-anticipated Apple product for the coming year, the company will be releasing advanced versions of AirPods and watches. The healthcare industry, which has been one of the sought-after categories that Apple is now chasing, will be the main focus for the product launches. 

The company has announced plans to add more health detection features in their next series of watches, particularly hypertension and apnea among others. The Apple AirPods that also assist the hearing-disabled, will likely have more advanced features.

Apple’s new patent shows AirPods with brain wave-detecting sensors that could measure brain activity, muscle movement, blood volume, and more features. It is a given that these features will require an iPhone for use, and the way the company will integrate it across other devices is to be seen.

AI, rather ML, For its Users

Being adamant on referring to machine learning and not ‘AI’ while announcing Apple hardware updates, Apple is going big on building an ecosystem in the PC category too. Moving away from wearables, Apple announced a string of next-generation chips for Macbook on the eve of Halloween. The M3, M3 Pro and M3 Max built with 3-nanometer process technology with an improved neural engine, will boost high-performace ML models, at improved speed and efficiency. 

By announcing chips, Apple is going head-to-head against Intel, AMD and Qualcomm. With the chip offerings, Apple is trying its best to capture the chip market which is currently dominated by Intel with 68.4% followed by AMD with 31.6%. In 2020, Apple parted ways with Intel after 15 years when they launched their M1 chip, to power their MacBooks, indicating Apple’s long-term vision of non-reliability from any potential competitor.  

Apple is also building its own internal chatbot, Apple GPT, on its framework Ajax, and is also working towards bringing generative AI features into its voice-assisted platform Siri and other Mac products. The move is further fortifying Apple’s closed ecosystem, and pushing for more user adoption.

When other companies such as OpenAI and Microsoft are way ahead on AI developments, Apple’s presence in hardware and software gives it an advantage, thereby, locking-in its customers forever.