Apple’s shares hit a new all-time high today amid reports of surging sales of its new iPhone 17.
The fruity vendor, which recently debuted a new partner programme, is now valued at over $3.9bn (putting it just below NVIDIA as the world’s second most-valuable company).
Roger Whittle, the Founder of the UK’s largest Apple B2B solutions provider Jigsaw24 and an Apple enthusiast, shares five thoughts on Apple’s direction of travel in late 2025.
1. A CHANGE OF MODEM
Apple’s recently launched in-house cellular modems, Apple C1 & latterly the C1X, along with their new Apple N1 networking chip integrating Bluetooth & WiFi offer the tantalising possibility of combining Wi-Fi, Bluetooth and cellular modem capabilities either in one chip or one package – what could this mean?Cellular capable Macs? Home hub speakers with advanced comms capabilities? Fascinating.
2. IT’S ALL ABOUT SIZE
Manufacturing at high volume the super thin 5mm iPhone Air clearly shows Apple’s total mastery of design, supply chain and component assembly which again obviously leads to lots of possibilities for the future in terms of different form factors, increased performance, improved battery life and so on. Packaging in so much advanced technology into such a small space with iPhone Air is a revolutionary development which sets a positive tone for Apple products for the next decade.
3. WORKFLOW
Adding laptop type functionality to iPadOS 26 is not only what customers have been asking for but a welcome move in terms of productivity, windowing, multitasking and menu bar management which has received rave reviews since the iOS26 preview this June. Very interesting.
4. NOMENCLATURE
The New OS naming convention of “26” is significant not so much for the incoming year it presages as to the signal it gives in terms of total integration of features across all Apple platforms which can only bode well for an improved overall customer experience as well as user interface: iOS26, macOS26, iPadOS26, watchOS26, visionOS26 and tvOS26 all work together, Apple is saying. This is as impressive as it is good news for users.
5. PRIVACY & SECURITY
AI yes, but on device. This is what Apple is all about. Privacy and security are so precious, a point emphasised by the recent sadly almost commonplace cyberattacks, and cyber cloud outages such as with AWS. People trust Apple with privacy. This is so important.
In summary…
All in all the above five trends point to an interesting and positive future for Apple users who will continue to benefit from not only what Apple does in terms of technology innovation, but how it implements this. Think different as always!
Roger Whittle
After a brief stint at Apple in his early twenties, Roger founded Jigsaw24 aged 27 in 1992, serving as CEO for over 30 years until turning 60 in 2024, since when he has served as a non-executive Director. Roger is a passionate advocate of technology environmental and sustainability initiatives and never tires of banging on about this on his Linkedin account like a scratched record.
