Apple is in an Identity Crisis
For some time now, Apple has been in the process of repositioning itself as a service company. The company has constantly rolled out new and updated subscription options for cloud storage, music, and news. Don't forget that Apple invested enough money in Apple TV to win an Academy Award for Best Picture and beat Netflix. And the fact that Apple secured the rights to Major League Soccer and brought Lionel Messi to a soccer team in Florida is one of the biggest moves in sports and streaming at the moment. This is just the tip of the iceberg, as internally, the hardware is losing the magic of past years. What's going on?