Editing Apple Inc. (section)

=== Strategic Initiatives: Innovation and Expansion   ===
2019 was a year of bold moves for Apple, marked by significant product launches and strategic partnerships. Key developments included:  
* '''Apple Card''': A groundbreaking credit card developed in collaboration with Goldman Sachs and MasterCard, offering a seamless and secure financial experience<ref>{{cite web |url=https://www.apple.com/newsroom/2019/03/introducing-apple-card-a-new-kind-of-credit-card-created-by-apple/ |quote=Apple launched the Apple Card in 2019 in collaboration with Goldman Sachs, aiming to revolutionize the credit card experience. }}</ref>.  
* '''Apple TV+''': The company’s entry into the competitive streaming market, featuring original content to rival established players<ref>{{cite web |url=https://www.apple.com/newsroom/2020/01/apple-rings-in-new-era-of-services-following-landmark-year/ |quote=Apple introduced Apple TV+ in 2019 as part of its Services offerings, entering the competitive streaming market. }}</ref>.  
* '''iPhone 11 Series''': Enhanced cameras and battery life helped stabilise hardware sales.  
* '''Apple Watch Series 5''': Introduced an always-on display, further solidifying Apple’s leadership in wearables.  

Apple also acquired 20-25 companies, primarily in AI and digital health, bolstering its ecosystem<ref>{{cite web |url=https://www.cbinsights.com/research/apple-strategy-map-investments-partnerships-acquisitions/ |quote=Apple's growth strategy in 2019 included acquisitions, investments, and partnerships in areas like digital health and AI. }}</ref>. These initiatives were part of a broader strategy to reduce reliance on iPhone sales, which dipped below 50% of total revenue for the first time in seven years<ref>{{cite web |url=https://www.reuters.com/article/us-apple-results/apples-services-wearables-shore-up-results-as-iphone-drops-below-half-of-sales-idUSKCN1UP2EC |quote=Apple's iPhone sales dropped below half of quarterly revenue for the first time in seven years in 2019, as the company diversified its product lineup. }}</ref>.  

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