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Is Apple under threat?

James Henderson | Nov. 2, 2016
Apple’s addressable markets, and the company’s revenue and profits, are shrinking, points out an analyst

In parallel, Narcotta believes the iPad Pro helped validate the enterprise tablet market as much as it announced Apple’s renewed interest in enterprise computing.

“The growing enterprise-ready iOS software ecosystem surrounding the iPad Pro boosts the legitimacy of Apple as an enterprise computing vendor, enabling it to compete for new deployments as well as protect its iPad enterprise install base,” he added.

However, Narcotta said enterprise Windows PC vendors, particularly Microsoft partners such as Dell, Lenovo and HP - with greater expertise and broader support portfolios - are well-equipped, particularly in commercial PC services for which Apple lacks a comprehensive portfolio, to deflect Apple’s attempts to infiltrate their install bases.

Additionally, the evolution of Windows’ touchscreen capabilities into a supportive input method - instead of the wholesale computing change it was originally intended to be - has cultivated greater awareness and purchases of premium Windows traditional notebook form factors and 2-in-1 PCs.

“HP, Lenovo, Asus and, to a lesser degree, Acer are now fully engaged in enticing users to upgrade to higher-end PCs as well as loosening Apple’s grip on the premium PC market,” Narcotta added.


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