Would Apple Kill Its iPhone?

Do you consider Apple to be a vulnerable company?

The technology juggernaut carries the largest market capitalization in history — $1.6 trillion.

Its App Store alone creates nearly three times the revenue of Visa, and roughly the same amount as Target.

It owns 20% of the global smartphone market, yet banks 92% of the entire market’s profits.

Its products are nicely diversified across smartphones, tablets, watches, desktops, laptops, wearables and subscription services.

It has over $100 billion in cash on its balance sheet.

It spends $17 billion on research and development each year — five times the annual sales of Domino’s Pizza, of which Americans eat a ton.

Pre COVID-19, Apple stores were attracting a million vistors per day, whereas Disney’s Magic Kingdom draws only 20 million in an entire year.

It’s easier to get into an Ivy League college than get a job at Apple.

Forbes ranks Apple as the world’s most valuable brand.

Apple’s iconic logo was once valued at $154 billion — more than the entire net worth of Netflix.

Apple ranks first among brands with the strongest bond to users… Amazon and Disney run second and third.

For 13 years in a row, Apple has sat atop Fortune’s list of most admired companies in the world.

Yet my original question still stands….

Can a company with such a pristine resume… deep experience… a revolutionary level of engineering… and an impressive history of imagining the future actually be vulnerable?

The obvious answer is (drumroll, please)…


For starters, over 80% of Americans now own a smartphone, which is quite significant… because an 80% adoption rate typically means that a market is fully mature. Based on that fact alone, you might even call smartphones a commodity (yikes).

Apple knows this, of course.

Secondly, sales of the iPhone are slumping… even on a COVID-19-adjusted basis. When you consider that iPhone accounts for half of Apple’s sales, it’s a worrisome metric. No wonder Apple stopped reporting unit sales for its iPhone two years ago.

The only thing standing between Apple and irrelevance is a scenario where another company radically reinvents the telephone… designs it in spectacular fashion… commercializes it on a massive scale… builds an entire ecosystem of other products around the phone… and underpins the entire ecosystem with a single operating system.

As far-fetched as that scenario may seem, history tells that such a phone will eventually exist.

Apple knows this, as well.

That’s why it’s preparing to strategically kill off its own iPhone in the 2020s.

In fact, Apple’s painful, exhaustive, relentless, capital-intensive process of creative destruction has already begun.

The product set to replace iPhone is (second drumroll, please)… iGlass.

Below is an excerpt from the latest issue of my premium publication, Future Wealth… which is devoted entirely to the launch of Apple’s iGlass…

By the middle of the decade, iGlass will have integrated voice and phone capabilities, thus marking the beginning of the end of the iPhone era… Apple’s senior managers are looking at iGlass to become an iPhone replacement “in roughly a decade.”

The first generation of iGlass could hit as early as March 2021, making this upcoming issue of Future Wealth — scheduled to publish next week — a must-read for all investors.

Onward and upward,


Robert Williams

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Robert Williams

After nearly 20 years in the trenches of high finance, Robert has joined St. Paul Research to assume the role of Chief Futurist. Robert cut his teeth as an analyst for one of the most revered and prestigious medical institutions on Earth, whose endowment is valued at $4.3 billion. From there, Robert became the lead...

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