Editing Apple Inc. (section)

=== Operational Shifts: Leadership and Strategy   ===
Apple’s operational landscape underwent significant changes in 2018, marked by leadership shifts, organisational restructuring, and business model adaptations. The appointment of John Giannandrea to the executive team signalled Apple’s intensified focus on advancing its AI and machine learning capabilities, particularly in enhancing technologies like Siri and Core ML.<ref>{{cite web |url=https://www.apple.com/newsroom/archive/2018/ |quote=John Giannandrea was named to Apple's executive team in 2018, signaling a focus on AI and machine learning. }}</ref>  

Simultaneously, Apple streamlined its operations by reducing 200 employees from its Project Titan team, reflecting a strategic recalibration of its autonomous vehicle ambitions.<ref>{{cite web |url=https://www.businessinsider.com/apple-new-hires-leadership-2018-2019-2 |quote=Apple cut 200 employees from its Project Titan team in 2018 as part of a restructuring effort. }}</ref> Declining iPhone unit sales prompted a notable shift in Apple’s business model, with the company raising prices to maintain revenue, moving from volume to profitability.<ref>{{cite web |url=https://fourweekmba.com/apple-business-model/ |quote=Apple's business model in 2018 focused on both products (iPhone, Mac, accessories) and services, with declining iPhone unit sales prompting price increases to maintain revenue. }}</ref> This approach, coupled with its expanding services portfolio, demonstrated Apple’s agility in responding to market dynamics.