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Mr Z
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Medial • 5h
In 2011, Apple was just a hardware company. Today, they make $80 billion from something completely different... And it's 2x more profitable than selling phones. It's growing 100% every 5 years. The untold story of Tim Cook's greatest masterpiece: When Tim Cook became Apple’s CEO in 2011, the company relied heavily on selling iPhones. But Cook noticed a problem: people only bought new phones every few years. He needed a way to bring in steady money all year round. His solution? Focus on services, not just devices. Cook’s idea was to make Apple’s ecosystem so seamless and connected that switching to another brand, like Android, would feel like starting over. He introduced services like: iCloud: Safe, easy storage for your photos and files. Limited free storage encouraged users to pay for more as their data grew. Apple Music: Convenient, with perfect integration across Apple devices. Apple Pay and Apple Card: Turning iPhones into digital wallets for easy payments. Apple TV+: High-quality streaming for entertainment. Then, Cook bundled these into Apple One, offering all services at a lower price. This made it hard for users to leave Apple’s ecosystem. The result? By 2023, Apple earned $80 billion yearly from services alone, with over 1 billion paid subscriptions. Services are twice as profitable as devices, and Apple now keeps 90% of its customers. Tim Cook’s genius wasn’t just selling products—it was building a system where people stay connected to Apple every day. This shift turned Apple into a company with predictable, growing revenue, showing how smart strategies can create long-term success.
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