Editing Apple Inc. (section)

=== Strategic Initiatives: Driving Growth   ===

Apple’s strategic moves in 2022 were pivotal in sustaining its market leadership. The launch of the iPhone 14 series was a standout success, capturing 59% of the market share in Q4 2022. The introduction of the Mac Studio, powered by the M1 Ultra chip, marked a significant leap in silicon technology, catering to creative professionals and power users<ref>{{cite web |url=https://www.investopedia.com/apple-introduces-m1-ultra-processor-product-updates-5221566 |quote=Apple launched the M1 Ultra chip and Mac Studio in 2022, marking a significant advancement in its processor technology. }}</ref>. The iPad lineup also saw notable updates, with the 10th generation iPad and the M1-powered iPad Air contributing to a 15% increase in revenue during the holiday quarter<ref>{{cite web |url=https://www.macworld.com/article/671090/new-apple-products.html |quote=Apple introduced the 10th generation iPad and the iPad Air with the M1 processor in 2022, enhancing its tablet lineup. }}</ref>. Beyond hardware, Apple announced Apple Pay Later, signalling its ambition to expand into financial services<ref>{{cite web |url=https://en.wikipedia.org/wiki/Apple_Inc. |quote=Apple launched the 'Apple Pay Later' service in 2022, expanding its financial services offerings. }}</ref>. Strategic partnerships with suppliers like Foxconn and LG Display enhanced supply chain resilience and technological capabilities. The services segment, including AppleCare+ and the App Store, grew significantly, reaching its highest-ever revenue share in 2022<ref>{{cite web |url=https://www.counterpointresearch.com/insights/services-revenue-grows-to-reach-highest-ever-share-as-product-revenues-decline/ |quote=Apple's services revenue reached its highest-ever share in 2022, offsetting declines in product revenues. }}</ref>.