As we consider the overall Apple ecosystem, we must look beyond iPhones, iPads, and Macs. Apple builds the ecosystem with add-ons, like accessories and services. In fact, that’s what we really mean by how the ecosystem works. Customers with multiple connections to Apple are the key.

Apple has sometimes struggled to sell products beyond the big three hardware categories....

Let’s update our analysis of the Apple ecosystem. Most broadly, it considers what Apple devices, accessories, and services Apple customers buy and use. We start with the basics: which of the principal Apple hardware products do Apple customers own.

We consider the three major hardware products: iPhone, iPad, and Mac computers. The two other primary devices, Air Pods and...

Amid all of the news and product launches from Apple in the past few weeks, we also saw reporting that Apple is discontinuing the Mac Pro desktop.

For a technology company that long ago tied its fortunes to smartphones and tablets, Apple has devoted...

As we approach the 25th anniversary of the first Apple Stores, we want to check in on the retail end of Apple consumer behavior, namely where Apple customers buy their Apple devices. Apple’s 250 or so US retail outlets and its e-commerce website are most important for selling Mac computers. Apple has its smallest retail share in iPhones, with carrier stores dominating iPhone ...