Apple is losing itself

and they've lost the plot

My theory is that Apple will become more of a software company than a hardware company.

We're already seeing mass penetration of Apple software products like iMessage, Apple Notes, FaceTime, Photos, and Safari among Gen Z users who are mobile-first.

New hardware players are emerging. Apple needs their software on other devices, and for this to happen, they will need real alliances and partnerships.

Apple won't stop making hardware entirely but I'm skeptical that they will be the chief innovators in the consumer space on the hardware side like they have been for the last 20 years.

No, the Apple Vision Pro doesn't count yet. That's not even an afterthought for consumers right now.