Apple is working to increase the durability of its devices by combining newer technologies, software support and after-sales repair services

The use of advanced chipsets, newer LTPO displays and the switch from stainless steel to a titanium alloy in the iPhone 15 Pro and iPhone 15 Pro Max are just a few of the ways Apple has tried to differentiate its latest smartphone lineup from the one it launched a year earlier. Unfortunately, there’s no denying that, for the most part, the overall design isn’t all that different from models released two or three years ago, suggesting that the company’s innovation has likely slowed.

For these reasons, consumers are not incentivized to purchase the latest and greatest equipment and would therefore prefer to keep their money in an economy where spending has skyrocketed. Apple, perhaps recognizing this shift in spending behavior, is working to make its devices more durable than ever before using a combination of improved technology, software updates, and improved repair services. It can now be assumed that fewer improvements will be required to further increase product durability. Well, it’s all part of Apple’s grand plan.

Customers are keeping their devices much longer than before, giving Apple a chance to increase its value

While some consumers have the inclination and budget to upgrade to newer Apple devices every 12 months, most don’t even consider another purchase for several years. According to Mark Gurman’s latest “Power On” newsletter, Apple has implemented several steps to ensure that its devices last as long as possible, as this move will result in more consumers investing in these products if they are aware of their much longer lifespan . Customers who were not willing to spend more money on the Cupertino giant’s equipment will probably now have doubts about this venture.

“Apple is currently making every effort to ensure that its devices are as durable as possible. It has just released a report on the durability of its products, stating that new manufacturing technologies, software support and repair services help extend their life. The company claims that devices manufactured since 2017 can still run current Apple operating systems.

This is of course not a bad thing. The longevity promise encourages people to invest in the company’s devices and counters critics who say Apple is engaging in planned obsolescence.

But the broader trend has left Apple with a less reliable growth engine — and that’s been showing in its financials lately. “Sales have declined in five of the last six quarters and it is crucial that the company finds new sources of revenue.”

But while this move may make more people willing to spend more to get an Apple product, it leaves the tech titan with a less reliable growth engine. Fortunately, the company’s “Services” division continues to grow, and the category hit a new record during its Q2 2024 earnings press conference. Some analysts have valued Services at between $1.5 trillion and $1.6 trillion by the end of 2024, suggesting that if customers aren’t interested in frequent upgrades, there are other ways to generate a healthy revenue stream.

This would also explain why Apple continues to litigate its App Store, acknowledging the platform’s importance to its future development. It’s also possible that Apple Intelligence will become a growth factor for the latest iPhones, and Apple will be able to charge individuals who want access to more advanced features. Unfortunately, we can’t comment on the company’s generative AI efforts until we see what the product actually offers, but the potential it represents cannot be ignored.