Analyzing Apple's Recent Performance: A 'C-' Grade Reflection
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Chapter 1: Overview of Apple's Annual Report Card
In a year where Apple achieved its highest success yet, the results of its annual performance evaluation are surprisingly underwhelming. Jason Snell from Six Colors has been gathering insights from experts in the Apple ecosystem for the past seven years. This year, he compiled responses from 53 industry insiders across 12 categories, including the Mac, iPhone, iPad, Watch, and Services.
The findings reveal that Apple earned only 43.2 points out of a possible 60, translating to a 72% grade, which equates to a ‘C-’ on the College Board’s grading scale. This is particularly striking given the array of products Apple launched this year, including the new Apple TV 4K, AirTags, redesigned iMac, M1 iPad Pros, and multiple iPhone 13 variants, all while navigating significant supply chain challenges. It raises the question: what would it take for Apple to achieve an ‘A’?
Perhaps more revealing than this year’s grade is the fact that it barely surpasses the 71% score from two years ago. Many respondents appeared to have forgotten that Apple’s performance in 2019 was far less impressive.
Section 1.1: The Mac's Journey
In 2019, Apple was grappling with the butterfly keyboard debacle, a major controversy in Mac history. The lineup had been criticized for losing all ports except for USB-C, leading to the derisive hashtag #donglelife. The Touch Bar remained largely neglected since its debut in the 2016 MacBook Pro. When the new 13-inch MacBook Pro was introduced, it featured an outdated Intel 8th generation CPU and a mere 128 GB of storage—far from satisfactory for a professional laptop.
Given the stark contrast between the problematic Intel-based Macs of 2019 and the current Apple silicon models, one would expect a perfect score on the Six Colors report card. However, the Macs only received a 4.6 rating, leaving much to be desired.
Subsection 1.1.1: Image of Apple's Mac Performance
Section 1.2: iPad Innovations
In 2021, Apple launched the lightweight iPad mini 6, powered by the A15 Bionic chip and featuring enhanced camera capabilities. The iPad Pro series also saw a significant upgrade with the M1 chipset, particularly the 12.9-inch model that introduced a Liquid Retina XDR display. Despite these advancements, the iPad's score on the Six Colors report card decreased from 3.9 in 2019 to 3.7 in 2021.
Chapter 2: The iPhone and Apple Watch Ratings
The first video, "Understanding App Store Payments and Accounting," provides insights into the financial aspects of Apple’s ecosystem, shedding light on the company's revenue models and developer relations.
In another surprising turn, the iPhone received a score of just 4.0 this year, despite being Apple's most successful product. John Siracusa noted that although the iPhone 13 performs excellently, its lack of a “wow factor” may have impacted its rating.
The Apple Watch Series 7 also faced scrutiny, with its score dropping from 4.1 in 2019 to 3.6 in 2021. This model featured notable upgrades, including a more expansive display and faster charging, yet it still fell short in the evaluation.
The second video, "Why the Apple Card Doesn't Make Sense in 2023," examines Apple's financial products and their relevance in the current market landscape.
Section 2.1: Developer Relations Decline
Apple's developer relations score saw a significant decline, dropping from 3.6 in 2019 to a dismal 2.8 in 2021. The most notable change during this period was the introduction of the Small Business Program, which reduced App Store commissions for small developers. Ironically, this positive change coincided with a decrease in the satisfaction of developers.
The Big Picture
While some scores improved, the majority reflect a troubling trend in Apple's overall performance. This year's report card offers more insight into the sentiments of the survey participants than it does about Apple's true standing in the industry.