Dive Summary:

• Apple has geared its efforts toward selling more of its iPhones through its brick-and-mortar retail space in order to compete with Android-based cellular devices.
• Roughly 80% of iPhones purchased by consumers are done so outside of Apple retail locations, and the company intends to now market the device as a “gateway” product to other Apple electronics.
• The company is developing new incentives for consumers and brick-and-mortar stores selling the iPhone in hopes of further boosting revenues on the device.

From the article:

Notably, other than talking new sales strategies, Cook made it clear how critical Apple Retail is to the company. “Apple Retail is the face of Apple,” Cook reportedly said. These statements from Cook come at a time where Apple Store employee morale is shrinking amidst the lack of a de-facto leader. Apple Retail Management has been instructed to consistently note to employees why they are critical and appreciated.