With shares up by almost 700% over the last decade, Apple (NASDAQ: AAPL) richly rewarded its long-term investors. But with core drivers like the iPhone reaching their peak, the company will have to work harder to keep its shareholders happy. Let's explore how the company's strategy could evolve over the next 10 years. 

In 2018, Apple became the first company to reach a market cap of $1 trillion. And this didn't happen by accident. The tech giant is unique because of its track record of repackaging existing technologies in innovative new ways. First, its iPod revolutionized the mp3 market in 2001 before the iPhone did the same for mobile phones in 2007. But now it is 2023, and Apple is still primarily an iPhone company, with sales of the mobile devices usually making up around half of its total revenue.

The problem is that smartphones are a mature tech platform no longer capable of wowing customers with massive improvements. At the same time, slowing volume growth has encouraged Apple to raise prices. The first iPhone debuted at $499 before falling to just $199 for the iPhone 3G released the next year. This is quite low compared to $799 for the base model of the most recent iPhone 15. 

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Source Fool.com