The Apple Ecosystem Has a Very Long Runway

As Apple announced next year’s launch of the $3,499 Vision Pro spatial computing headset, we thought it was a good time to take another look at the Apple ecosystem. Starting with the first Mac computer almost 40 years ago, Apple has regularly added new devices and in the process introduced or at least established new tech categories.

Apple products are consistently premium priced and paradoxically succeed in being both aspirational and ubiquitous. We know that the model works: Apple customers tend to own more than one Apple device. The question is, how far that might go and how long it can last. To explore this, we look at how Apple device ownership varies by age. Our analysis suggests that Apple is far from its peak. We don’t know if Vision Pro is going to be the next must-have device, but Apple has decades to continue inventing possibilities.

Today we focus on the three most significant current products: iPhone, iPad, and Mac computers. While Apple of course makes many other products, including AirPods, HomePod, Apple Watch, and others, those three stand-alone devices comprise most of Apple product sales. They work well together, but each can work independently, too.

More than 40% of Apple device owners under 45 years old own all three products (Chart 1). We consider these owners the most committed to the Apple ecosystem. Among owners 55 years old or more, just under one-quarter own all three products.