Apple have made no secret of their ambitions to broaden their
empire beyond their historic hardware and software offering, and
are increasingly looking to expand their presence in service
verticals. Gone are the days of the iTunes store being Apple's
sole service - between Apple Arcade, Apple TV+, Apple Pay, and
Apple Card, it seems only a matter of time before yet further
services are added to their portfolio.
This is potentially a scary aspect for many startups operating
in the software-as-a-service (SaaS) sphere, where their ideas are
ripe for the picking by far bigger companies. With each iteration
of iOS and Android, the feature set of the mobile operating systems
expand to include the latest 'hot' features, many of which
that were previously available only by installing third party
applications.
