Apple is suffering an identity crisis as it is forced to defend its marketshare following a decade of miraculous growth, according to an investment note from a leading analyst.
According to ZDNet, UBS analyst Steve Milunovich sent a note to clients titled Identity Crisis: Can Apple Play Defense? examining the new challenges posed by Apple’s strong market position.
Apple historically has played the role of underdog, beginning with its niche Mac status after losing out to Windows,” Milunovich states.
“The iPhone and iPad are the first times Apple has had a leadership position drawing significant and competent competition.
“”It doesn’t appear to be in Apple’s DNA to cover market spaces just to get revenue. Yet now that the company is so large due to iPhone success, investors are clamouring for product expansion with larger as well as lower-priced phones with Android gaining favour.”