Apple (AAPL, Financials) is thinking far aheadstraight to your brain. The company announced a partnership Tuesday to support brain implants that help disabled users control its devices. It’s a major leap in accessibility, but not a solution to Apple’s more immediate problem: iPhone sales aren’t growing.
iPhone revenue has barely moved in three years. That’s taken a toll on Apple’s stock, down 15% this year, with added pressure from trade tensions under President Donald Trump.
Apple hoped its AI pushbranded Apple Intelligencewould lift iPhone 16 sales. But key features were delayed, and the company still leans on partners like OpenAI. CEO Tim Cook said phones sold better where AI features were turned on, but it wasn’t enough to change the bigger story.
Other bets haven’t paid off either. The $3,500 Vision Pro headset wowed some reviewers but didn’t click with the masses. And Apple’s long-running effort to build a self-driving car ended last year without a product.
The brain-device integration, developed with Synchron, is a step forward for people with ALS or spinal cord injuries. Elon Musk’s Neuralink may aim broader, but Apple’s staying quiet about commercial ambitionsfor now.
This article first appeared on GuruFocus.
