Apple should be worried—the future of tech is in software, not hardware

A specter is haunting Cupertino, California—the specter of a world increasingly defined by software. Behind the rote glitz and pizzazz of Apple’s iPhone 7 announcement last week lurked unspoken acknowledgements of an uncomfortable truth. The advantages that drove Apple to become the biggest publicly traded company in the world are beginning to disintegrate, and the new competitive landscape is tilted against them. Could it be that Apple is no longer the company to beat? Once upon a time, Apple had massive advantages in hardware design, UX design, and hardware manufacturing. But its competitors are catching up in all three fields—and, more importantly, all three are decreasingly important. More and more, every tech company’s competitive advantages lie not in its hardware, but in its software. And while Apple is a great…


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