Apple has a unique advantage. The ability to absorb other companies by adapting their products, And technologies. Resources on the accounts allow you to buy anyone. We tell how to use it.
Apple makes business legends. Apple has a specific vision, a focus on innovation and the ability to reverse the market by one development. It is all true, but the specifics of such conclusions is frankly lacking. But there is an entirely understandable truth – Apple ingeniously buys other companies. This need to use.
Historical examples
The evidence for the phenomenon is significant – the renaissance of the company began with the purchase of the next company. After the exile, it was done by Steve Jobs. Returning to Apple. They took advantage of the developments created, rethought macOS and breathed new life into the produced hardware.
Even after Jobs left, Apple is still successful in acquisitions. Buying Beats for a record $ 3 billion, no doubt has paid for itself several times and fueled the market of wireless headphones. Israeli PrimeSense, which worked on 3D cameras, in 2013 cost Tim Cook $ 360 million – and four years later it turned into Face ID.
Apple successfully chooses to buy software solutions. For example, in 2017, the company announced the acquisition of the Workflow application, the most powerful iOS utility for automating processes.
The developers moved to Cupertino, and their creation has reached a completely different level. In iOS 12, the program Shortcuts came to the place of Workflow, which received deep integration with the system and advanced Siri. Now users can more efficiently optimize their work on the iPhone and iPad.
What to buy next
The amount of free cash in Apple accounts allows you to think very widely. At the disposal of the company more than $ 200 billion – this is enough for almost any acquisition.
But the scale itself has never attracted the attention of Apple top management. Firms for absorption were chosen regarding potential and utility. From these positions in the market, there are already several candidates.
Leica
The legendary photographic brand needs no introduction. Since 1913, the German company has been manufacturing cameras and optics, earning recognition among professionals, reporters and luxury lovers. Leica cameras are a status symbol and the most reliable accessory.
Why such a replenishment of Apple?
First, for aesthetic reasons. Johnny, I’ve already developed limited editions for Leica – It is not indifferent to the austere design of these cameras. Under the wing of Apple, a German manufacturer could even more carefully work through new gadgets. In the Apple Store, such devices would not exactly look like strangers.
Secondly, Leica has expertise. In 2016, the company entered into a partnership with Huawei in the development of software and hardware for top smartphones. Directly assess the contribution of German specialists in the final result is not easy – but the optics in the flagships of Huawei does not trash.
Apple also does not interfere with qualified personnel in the photo division. Because today, the camera is the only thing, in addition to changing the design, that can sell a new device to the user.
Netflix
This purchase is even more obvious. The streaming giant has an exorbitant value (about $ 150 billion), but also gigantic prospects.
It is known that Apple is eyeing the launch of its own streaming – and even spends billions on the order of the original show. But to buy a ready-made machine for the production of content, with an active paying audience and formed hits, is much more rational.
Also, the company could make the ultimate package of subscriptions. Apple Music + Netflix + the best news publications of the world would be sold in one set. Given the zeal with which the company knocks out exclusive contracts, there will be no problems with demand. And this means that the giant expenses will be repulsed relatively quickly – and they will even raise the already incredible capitalization of Apple to new heights.
The only catch is the attitude to “adult” content. Netflix is not afraid of difficult topics and projects with high age requirements. Apple has traditionally been very scrupulous about such initiatives. But this conflict of interest would probably be decided in favor of the viewer.
Serif
It is not necessary to buy a company with a worldwide reputation. You can choose promising newcomers.
The British company Serif is a developer of professional software for designers, photographers, and designers. Its most famous products are collected in the line of Affinity: raster editor, Photo, vector Designer, publishing system Publisher (in beta).
In the environment of MacOS users of these programs know how “adequate replacement for Adobe”. The fact is, the Serif applications are distributed without subscription is optimized for macOS and not take away so much system resources.
For Apple, the availability of such tools is beneficial – many still regret the closure of Aperture. There is a demand for proprietary professional software – and if the Serif team satisfies it even independently, then multi-billion resources will only help it.
No serious effort from Apple is required. All designer guidelines even trace programs. Also, the British are concerned about the support of all modern technologies: from Metal to Force Touch. And they are gradually conquering the mobile market – ported (but very functional) versions of Photo and Designer have already been released on the iPad.
Moment
This is a very incredible, but also a promising purchase. The fact is that Moment is a start-up company, literally created “on the knee.” The company produces accessories for photography: covers with special mounts, which are mounted on external lenses.
At first glance, third-party optics on the iPhone – a useless thing. But in fact, Moment lenses are very useful – they are made with high quality and work out their tasks. Wide-angle gives a greater overview, anamorphic – cinematic effect of glare.
Two guys make a startup, and each new product is funded through a Kickstarter campaign. Crowdfunding is always successful and with millions of pre-orders. The final products are indispensable for iPhoneography.
Apple could promote a high-quality, but small brand to world fame – and then the words about the death of DSLRs would have sounded even more convincing.
Why is this the right tactic?
The current resources of Apple are spent on the limit – the company is not enough time to educate new staff. Fresh blood will help develop further: both regarding hardware and in software and content direction.
Also, the thesis about Apple’s exclusivity is no longer working. Small teams work no worse than a trillionth corporation. The success of the Workflow application, which with minimal improvements integrated into iOS 12, proves these abilities.
The stark gap in quality is gone – and you need to use it. Especially since the billions earned should not stand idle in the accounts.
