If Apple won’t deliver on hardware, then it will have to on software
As 2022 proves challenging, the company needs to adapt and step up its game — how?
Apple’s Worldwide Developers Conference 2022 is just around the corner and, just like every June of years past, speculation is running rampant on the Web about what the company is planning — and isn’t planning — on revealing during this event. There is a notable difference regarding this particular WWDC, though: it will be happening under circumstances that are less than ideal for Apple, in a context that is not about software alone. Yes, although WWDC has traditionally been about iOS, macOS, iPadOS etc. the company has taken that opportunity to show off some new hardware too over the years.
This time, though, it seems that Apple will have to follow a more balanced, careful approach — and the way its executives will choose to do that may very well shape the company’s public image over the next few years.
Problems catch up, strategies change
The reasons behind all of this are simple and not at all unusual these days: manufacturing problems and mass production instability. A number of reports from different sources, practically confirming each other, point to Apple finally being hit by the same…
