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Apple gets real: Confronts growth-starved reality with new business model

The hustle is all about Apple's willingness to do something against its nature: go wide in the number of devices and internet-tethered products it offers

Apple
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Bloomberg
Apple is finally getting real.

With its most important product category not growing anymore, Apple Inc. on Tuesday confronted its changing circumstances by doing two unusual things: hustling hard and displaying a willingness to change its business model.

The hustle is all about Apple’s willingness to do something against its nature: go wide in the number of devices and internet-tethered products it offers. The company used to brag that all its products could fit on a single table. It was a symbol of Apple’s focus on a small number of devices that it could make obsessively perfect, along with software and apps