Ciara O'Brien

And I think, you know, it...

I suppose it's the strength of the ecosystem that has kind of hooked people into Apple and kept them going.

But now we're kind of at the point where people are hanging on to smartphones for longer.

So there isn't that same kind of compulsion to upgrade your phone every year as people would have had in the past because they wanted the latest and greatest features.

We're kind of topped out now and a lot of it is software.

which is where we come into the whole AI thing, which I think is going to be one of the biggest challenges for John Ternus going forward, because Apple has kind of sat back a little bit and let others take the lead as such.

But, you know, Google has developed its AI, obviously OpenAI, Anthropic, they've all been developing their own AI systems.

And Apple has essentially, I suppose...

taken a bit of a slower approach to AI.

We've seen stuff like, I mean, I was there a couple of years ago when they were talking about Apple intelligence.

We're coming up to WWDC now in June where hopefully we might hear something about the smarter Siri that's been delayed because that's what people want.

People want the useful things.

Yeah.

And I think that's the smarter theory is one of the things that people have been really kind of pushing for.

And the fact that Apple hasn't delivered it yet is a bit of a, I suppose, a black spot.

When it comes to hardware, I think...

I think, you know, we've seen recently, say, the introduction of the MacBook Neo, which is actually a really nice device.

It's very well made.

You know, it's less expensive than a MacBook Air.

It's more of a gentle introduction to the Mac ecosystem, but it doesn't feel cheap.