Apple's successes and failures in 2015

[Abstract] In 2015, Apple's smartphone profit margin accounted for between 87% and 92% of the entire market. In comparison, the profit margins of Android manufacturers were surprisingly low.

[[161058]]

As the most successful technology company in the world, every move of Apple is watched closely. Looking back at Apple's 2015, in addition to launching conventional electronic consumer products, Apple's new moves have also attracted much attention, such as its intention to enter the automotive and wearable fields, and launch new Apple Music services. Of course, Apple also experienced some lows in 2015, such as the continued decline of the iPad. Below, let's take a look at Apple's report card in 2015.

Amazing profitability

According to market reports, Apple's smartphone profit margin accounted for 87% to 92% of the entire market in 2015, while the profit margins of Android manufacturers were surprisingly low. The iPhone series is still the world's best-selling and most profitable smartphone product, and it also accounts for 60% of Apple's sales. In addition, the Chinese market has become Apple's largest source of revenue, second only to the United States, but with greater growth potential.

Mac product line growth

The PC market did not improve in 2015, with data showing that global PC shipments fell 7.7% year-on-year in the third quarter. However, Apple's Mac bucked the trend, growing 1.5% year-on-year in the most recent quarter, a huge success in the context of the computer market recession.

Apple Watch is a huge success

Although not the best, as Apple's first wearable device, Apple Watch has achieved great success and has become the most popular digital gift for Christmas this year. The sales volume during the year-end shopping season is expected to exceed 6 million units, and the annual sales volume can reach 12 million units. Compared with the previous sales volume of hundreds of thousands of other smart watch brands, it is undoubtedly a bit bleak. It can be said that Apple Watch is the absolute hero in promoting the smart watch industry in 2015.

iPad continues to slow down

In sharp contrast to the huge success of the iPhone, the iPad product continues to decline. Even though Apple finally launched the killer iPad Pro, its effect is still limited. Creative design and business applications are not what all users need, which also limits its audience to a certain extent. The monthly sales of about 1 million units cannot be compared with the glorious iPad 2.

Terrible Apple Music Service

Apple Music should have been Apple's most promising new service, but the result was disappointing. The confusing interface and song selection logic were maddening, the musicians' social accounts were like a "ghost town", and the overall software experience was very different from Apple's traditional simplicity and ease of use. The entire product logic seemed to need to be replanned.

Design capabilities questioned

[[161062]]

The iPhone 6s battery case that Apple launched at the end of this year was criticized as one of Apple's ugliest designs. Some commentators also took this opportunity to complain about other weird designs of Apple this year, such as the iPad Pro stylus charging method that plugs into the bottom of the body, the charging port at the bottom of the Magic Mouse 2, and the messy user interface of Apple Music, which seemed to cast a blemish on Apple, which is good at industrial design and user experience.

Mistakes in 2015

In 2015, Apple also made some mistakes that should not have happened, such as the iPad Pro charging freeze, iOS 9's email and iMessage bugs, and errors in third-party apps running on watchOS, etc. Of course, as a technology giant, small mistakes are inevitable, but fortunately, the above problems have been fixed and resolved in a timely manner.