Much like Apple seems to be strategically pivoting, CEOs must do the same.
When you hear Apple, specific descriptions come to mind: forward-thinking, sleek, aspirational. Memories of Steve Jobs’ iconic presentations—full of energy and emotional connection—still resonate today. In nearly 50 years, Apple has established itself as a trendsetter in innovation and style. However, Apple’s priorities appear to be shifting if their recent “It’s Glowtime” event is any indication. During the event, Apple CEO Tim Cook highlighted product specifications and hardware upgrades, including new AI features.
Yet, to some, the lack of groundbreaking announcements and the lukewarm stock price response was a departure from the norm. Instead of unveiling a “wow” factor, Apple leaned into health-focused features like sleep apnea notifications, AirPods functioning as hearing aids, and a new Apple Watch app tracking overnight biometrics. As shared in Sherwood, “A brand that once felt young and hip seemed to be acting its age, trading in super sexy styles for features that seemed to be genuinely useful for a user base that is getting older. Apple’s preoccupation with style seems to have given way to a focus on durability and substance.”
While this may have felt like a letdown to some, it’s a smart and strategic move by Apple and Tim Cook. They’re embracing two critical lessons that CEOs and organizational leaders can also use to stay at the top of their industry, build high-performing teams, and retain top talent:
Meet People Where They Are
At first glance, Apple’s shift in focus might seem like a disconnect from its innovative roots. However, what Apple is actually doing is keeping its core customers in mind. Nearly 50 years after its founding, Apple’s customer base has aged, and its priorities have shifted. Products like the iPhone have been around for almost two decades. The world and the people using these devices are in a different place now than in 2007. Apple is adapting to this reality by offering practical wellness features that resonate with its aging audience. As a result, it’s staying connected to its core consumers by anticipating what matters most to them at this stage of life.
Similarly, today’s workplace is evolving at a rapid pace. Millennials comprise the largest labor force segment, with Gen Z close behind. Understanding these evolving dynamics is an untapped competitive advantage for organizations seeking to retain talent and get the best from their people. It’s not about surface-level perks. But instead, it’s about tailoring initiatives that comprehensively address employee well-being. CEOs should ask themselves, “Are we growing and adapting to stay connected with our people?” This question can help close the gap between good and great performance in a competitive marketplace.
Anticipate and Integrate the Future
Analysts are divided on whether Apple’s new AI features will drive significant sales, growth, and, ultimately, the bottom line, as shared in TechCrunch. With that said, it’s abundantly clear that Apple is doubling down on brand loyalty through an ecosystem lock-in and positioning itself for the future. AI adoption is on the rise, and Apple is integrating AI with health and wellness to meet the interests of its core base of people while making everyday life more efficient for them.
AI is still in its early stages of adoption in organizations, but moving quickly on this front could provide a strategic advantage, especially with workplace wellness and talent optimization. According to a Microsoft study, 54% of early-career employees say that access to AI would influence their choice of employer. Additionally, a Gartner CEO and Senior Business Executive Survey reports that 87% of CEOs are optimistic about AI’s workplace impact. For leaders, the next step is clear: start implementing AI to meet people further where they are and create a more dynamic, productive, efficient, and engaged workplace.
Just as Apple continues to read the room and evolve with the times, CEOs and organizational leaders can apply these same principles to thrive—not just survive—in today’s competitive business landscape.
