> Probably because they only care about revenue and profits these days, not innovation and products Apple seems, to me at least, to have more conviction that i

> Probably because they only care about revenue and profits these days, not innovation and products Apple seems, to me at least, to have more conviction that innovation and fantastic products lead to revenue and profits than any company operating in the consumer hardware space today. And there are plenty of comparatively awesome companies who innovate and invest in breakthrough products (Google, Tesla… Microsoft(!)). They likely no longer split out those product categories for several reasons: 1. Their financial results are news in the mainstream media, and their customers read the mainstream media. If the ASP of an iPhone rises to $1,000 and grows revenue whilst offsetting a contraction in unit sales, it's great news for Apple and its investors, and likely not a sign of anything other than a maturing market -- but it won't be reported as anything other than stagnation or doom and gloom by the mainstream media. 2. Apple's future, and maybe the future, is not in one-off transactions. We've seen most professional and a lot of consumer software move towards subscription pricing steadily over the last decade. Hardware is going to go the same way, and Apple is preparing for that. Persuading people to stay in their ecosystem (NB not "locking people in" -- it's pretty easy to "leave" the Apple ecosystem) is going to be a combination of hardware, software, and services, and customers will be paying some sort of blended subscription which includes hardware and software. It's predictable, steady revenue for them, and it obviates the need for stupid "how many units did you ship hurr durr" conversations.