I am not an Apple fanboy, but it’s hard to ignore all the things Apple is doing as of lately. One of the first articles I wrote was about the disruptive potential of the iPhone X. While new apps using the True Depth sensor camera will take time to flower, the Face ID application was an instant hit. 

But there was a big question about Apple’s future then. What happens when the iPhone franchise ends? The future of Apple wasn’t obvious. During the past few years, the company has been increasing their cross-sales capabilities. It’s not about the device itself anymore, but about all other devices, you can connect to the iPhone. The strategy, though, has always revolved around the anchoring device, the smartphone. 

However, the recent announcement of the Apple Watch Series 4 changed all this. Apart from the usual array of iPhone upgrades, the introduction of the new Series 4 Watch stood out as a new strategic direction for Apple.