Analysts at financial firm Oppenheimer today added to the pile of criticisms aimed at Apple and its current, and future, state of innovation within the technology industry. In a recently published note (via Business Insider), the firm addressed a few "strategic issues" it currently has with Apple, as well as concern for the future trajectory of the company.

In the near-future, Oppenheimer believes that iPhone sales will peak, specifically in 2018, and that "the company lacks the ability to raise prices across its iPhones, iPads and Mac products," which is hurting its growth. The firm also described a disharmony between "Apple's primary role as 'the hardware platform' ... with its secondary role as 'the software and service provider.'"

Tim Cook apple store

"We believe Apple lacks the courage to lead the next generation of innovation (AI, cloud-based services, messaging); instead will become more reliant than ever on the iPhone ... We believe Apple is about to embark on a decade-long malaise. The risks to the company have never been greater."

While the "Apple is doomed" mindset has been prevalent for much of the company's lifespan, the "universe of negativity" surrounding the company became more noticeable throughout 2016. In April, Apple reported its first year-over-year decline in iPhone sales and quarterly revenue since 2003, and although initial shipments of the new Touch Bar MacBook Pro models were reported as strong, subsequent user experiences have largely varied between positive and negative opinions.

In October, Apple forecasted a return to growth for the last half of 2016 thanks to the holiday shopping season, potentially putting an end to the company's downturn after its first annual revenue decline since 2001 and three consecutive quarters of negative growth. The constant bright spots in Apple's revenue remain its services category, including the App Store, iCloud, and Apple Music.

Top Rated Comments

Crosscreek Avatar
115 months ago
Tim has turned Apple into a phone company and fails developing new products.It has also failed the pro market. The moto is just think thin.
Score: 86 Votes (Like | Disagree)
Juicy Box Avatar
115 months ago
There is literally nothing Apple could do to stop this culture of negativity. No product will ever satisfy the incessant neediness of people who call themselves fans of the company.
This is bull.
I have been a fan of Apple for over two decades. Only recently, I have started to be disappointed in Apple. It is not me, it is them. They are a different company then they were just a few years ago.
Score: 73 Votes (Like | Disagree)
scott911 Avatar
115 months ago
Interesting to be greeted by this article. I was loading up this site, as I've done everything morning your years now. Just habit I guess -

And I was thinking to myself - why am I doing this ? - just to see yet more evidence of how current mgmt has further weakened the past strengths of the company? It's like being hooked on a bad soap opera ...
Score: 57 Votes (Like | Disagree)
Juicy Box Avatar
115 months ago
It is amazing that articles like this are about a company that makes crazy amount of revenue and profit.
Nothing lasts forever though.

It looks like Apple under Tim Cook is being more and more like MS everyday. While MS, is starting to be a little more like Apple.

Crazy times.
Score: 53 Votes (Like | Disagree)
Juicy Box Avatar
115 months ago
While the "Apple is doomed" mindset has been prevalent for much of the company's lifespan, the "universe of negativity" surrounding the company became more noticeable ('https://www.macrumors.com/2016/06/08/iphone-sales-to-reach-bottom-brian-white/') throughout 2016.
I think it has been worse since the October so-called "hello again" event. Apple, maybe not intentionally, built up high expectations for the event. Only to let down many Mac fans, myself included.
Score: 39 Votes (Like | Disagree)
Cpt. Gilgamesh Avatar
115 months ago
This is bull.
I have been a fan of Apple for over two decades. Only recently, I have started to be disappointed in Apple. It is not me, it is them. They are a different company then they were just a few years ago.
I didn't leave Apple; Apple left me.
Score: 36 Votes (Like | Disagree)

Popular Stories

iPhone 17 Pro and Air Feature

Two iPhone 17 Pro and iPhone Air Colors Appear to Scratch More Easily

Friday September 19, 2025 10:02 am PDT by
As reported by Bloomberg today, some of the new iPhone 17 Pro and iPhone Air models on display at Apple Stores today are already scratched and scuffed. French blog Consomac also reported on this topic. The scratches appear to be most prominent on models with darker finishes, including the iPhone 17 Pro and Pro Max in Deep Blue, and the iPhone Air in Space Black. Images Credit: Consoma ...
Apple Foldable Thumb

Foldable iPhone Like 'Two Titanium iPhone Airs' Joined at the Hinge

Monday September 22, 2025 2:16 am PDT by
Next year's rumored foldable iPhone will showcase an ultra-thin design resembling "two titanium iPhone Airs side-by-side," according to Bloomberg's Mark Gurman. Writing in the Q&A section of his latest Power On newsletter, Gurman says Apple's first foldable device will be "super thin and a design achievement," combining Apple's thinnest iPhone form factor with cutting-edge folding...
iOS 26

Everything New in iOS 26.1 Beta 1

Monday September 22, 2025 12:44 pm PDT by
Apple released the first beta of iOS 26.1 today, just a week after launching iOS 26. iOS 26.1 mainly adds new languages to Apple Intelligence, but there are a few other features that are worth knowing about. New Apple Intelligence Languages Apple Intelligence is now available in Danish, Dutch, Norwegian, Portuguese (Portugal), Swedish, Turkish, Chinese (Traditional), and Vietnamese. AirPo...
iOS 26

iOS 26.0.1 Coming Soon, Likely With iPhone Air and iPhone 17 Pro Fix

Thursday September 18, 2025 9:17 am PDT by
Apple is preparing to release iOS 26.0.1, according to a private account on X with a proven track record of sharing information about future iOS versions. The update will have a build number of 23A350, or similar, the account said. It is likely that iOS 26.0.1 will fix a camera-related bug on the new iPhone Air and iPhone 17 Pro models. In his iPhone Air review, CNN Underscored's Henry T. ...
iPhone 17 Pro and Air N1 Feature

Some iPhone 17, iPhone 17 Pro, and iPhone Air Users Experiencing Intermittent Wi-Fi Issue

Monday September 22, 2025 8:44 am PDT by
Apple's latest iPhone models launched on Friday, and some early adopters of the devices are experiencing intermittent Wi-Fi issues. Affected customers say Wi-Fi connectivity periodically cuts out on the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and iPhone Air, with hundreds of comments about the issue posted across the MacRumors Forums, Reddit, and the Apple Support Community over the...
iPhone 17 Pro Colors

iPhone 17 Pro Max Teardown Reveals Qualcomm's Snapdragon X80 Modem for 5G

Friday September 19, 2025 7:39 am PDT by
While the iPhone Air is equipped with Apple's custom C1X modem for cellular connectivity, all of the iPhone 17 models are outfitted with Qualcomm modems still. A teardown video shared on Chinese platform Bilibili today (via Reddit) appears to confirm the iPhone 17 Pro Max is equipped with Qualcomm's Snapdragon X80 modem in particular. The same modem is likely used in the iPhone 17 and iPhone ...