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Apple(NASDAQ:AAPL)'s recent surge of product releases has also caught the industry's attention. Over a brief two-week period in February, the company introduced a new iPhone, iPad, iPad Air, iPad keyboards, MacBook Air, Mac Studio, and the powerful M3 Ultra chip along with Apple's beta versions of its latest operating systems, including iOS 16.6, iPadOS 16.6, macOS 13.5, tvOS 16.6, and watchOS 9.6.
Apple is no more sticking to a strict timeline and spacing out its product introductions throughout the year. In 2024, Apple did release Vision Pro in February and in March they updated the MacBook Air, and only 2 months after that they rolled out iPad Pro and iPad Air models. They spaced out their launches and updates, but now it's different.
Now they seem to release products and updates whenever they're ready, possibly driven by strong Mac and iPad momentum amid sluggish iPhone sales. It's a punch during the end of February and early March!
In my opinion, this strategy of releasing-whenever-they're-ready is a double-edged sword. Rapid releases will make consumers hard to keep up with Apple's product lineup and potentially lowering buzz excitement of waiting the product launching and could cause fewer social media exposure by consumers as they might not be aware of new launches.
It's also a challenge for developers to prepare their apps to be compatible with Apple's new surprise rollouts! For developers, Apple has shared comprehensive resources here, so that you can keep up with the updates.
On the positive side, this strategy will allow Apple to answer market needs in real time rather than waiting for the scheduled timeline. This will make sure Apple is always up to date with the market.
It will be so much exciting to see if this strategy works and reflected in revenue growth of Apple in its later fiscal year 2025 report.
This article first appeared on GuruFocus.