Apple's growth problem
Apple remains one of the world’s most profitable companies, but its next phase of growth is becoming harder to define. The challenge is no longer whether Apple can keep earning, but whether it can create the next major product or platform to break through its current ceiling.
ET&A Research · 24 July 2026
Apple remains one of the best companies in the world. That is not really in dispute. It has one of the strongest brands ever built, an unmatched consumer ecosystem, enormous pricing power, deep customer loyalty, and a balance sheet that gives it the ability to keep investing through almost any cycle. In many ways, Apple is still the company every consumer technology business would love to become.
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