It was a tough year for phone makers as chip shortages and factory closures wreaked havoc on the supply chain. Even Apple was affected, albeit less so than many of its rivals, allowing it to shine in a big way.
A look back at Apple 2022 brings us to the same feeling as in 2021 before it – the more things change, the more they stay the same. Apple is one of the most predictable companies in the tech world, which sometimes makes us take Cupertino’s tech genius for granted.
All in all, Apple had a good year. All of his products were good, some were even excellent. But there were still underperformers, and since “winners and underperformers” don’t have the same ring, let’s look at Apple’s winners and losers for 2022.
Winners: iPhone 14 Pro and Pro Max
The iPhone is Apple’s bestseller, and the 14 Pro is the best-selling of the four iPhone 14 models. This means that Apple has made a lot of money with its Pro line. There are good reasons for that. iPhone 14 Pro and Pro Max feature the first Dynamic Island notch, the first truly high-resolution camera in an iPhone, ultra-wide autofocus cameras and the latest A16 Bionic chipset.
But beyond the specs on a sheet, the new pros deliver exceptional build quality, displays, and photo and video quality. Add to that Apple’s high margins, none higher than the iPhone Pro, and these two are incredible winners for Apple.
Loser: Apple MR headphones
We’ve heard about Apple’s Mixed Reality headset for years, but the end of this year turns into next year, then the next year, and so on. Currently, the Apple MR is scheduled for the second half of 2023 due to apparent problems with the software. And the preliminary estimate could easily spill over into 2024. You can’t delay a project forever without thinking that you’ll have to start from scratch, and at that point cancellation might also be an option.
The current forecast calls for fewer than 500,000 shipments if the Apple MR launches in 2023, which is below the previous market consensus of 800,000 to 1,200,000 units per year. Kuo – not a good start.
The iPad is the king of the tablet tray. It holds 60% of the entire global market in 2022, and it is only in terms of shipments that the difference when it comes to tablet sales revenue is even greater. When it comes to tablets, the iPad is the default choice.
It’s not just about recognition, the iPad is just better than any other tablet on the market. It can run rings around Android slates for multitasking and performance, and it’s better to use and more durable than any Windows hybrid device. The myriad of fantastic accessories only cements the iPad’s dominance.
Winner: Apple Watch Ultra
The Apple Watch is in a similar situation to the iPad, although its appeal is a bit more limited since it only includes iPhone users. It is the market leader and a well-established choice in the world of smartwatches. This makes the Apple Watch Ultra the gold standard for many people.
The Ultra is tougher than the regular Apple Watch, thanks to a titanium case and sapphire crystal. It is also equipped to handle diving thanks to an integrated depth gauge. You can also climb with it and have an always-on altimeter. It’s a smartwatch that goes beyond its Android competition and into professional smartwatch territory.
Loser: iPhone 14 Plus, iPhone mini
This year, Apple chose to go big with the iPhone 14 Plus and completely dropped the underperforming mini. It didn’t go according to plan, though, and the Plus isn’t as trendy as Apple expected. People don’t seem interested in a big, non-Pro iPhone. It’s harder to say if it’s even worse than the mini, but it’s certainly not an improvement.
Winner: MacBook Air M2
Apple has finally updated the MacBook Air with a thin bezel design, a new bigger and better screen and the new, highly efficient M2 processor. It’s a thing of beauty and it immediately jumped to the top of every laptop buying guide in the world. And since Apple kept the previous MacBook Air with an M1 chip, it will also continue to make money.
Loser: Apple Stores
But despite a year dominated by success, Apple itself has lost a lot due to the many factors of the world we live in. The company is facing a shortage of millions of iPhones ahead of the holiday season. Whether it’s the Mac, iPhone, iPad or AirPods, Apple is having real trouble keeping up with demand and as a result will end up selling far less than it could have.