There are 2 aspects to the answer.

  1. Due to a global pandemic, Apple couldn’t get deliveries scheduled as expected.
  2. Apple is no more limited to selling Mac computers or iPhones anymore. Apple’s product portfolio has expanded significantly. Which includes,
Hardware businessSoftware/Service subscription business
– Mac
– iPad
– iPhone
– Apple Watch
– Apple TV
– Airpods
-Apple Displays
– Homepod
– Beats
– In-App-Purchases
– Apple Music
– Apple Arcade
– Apple TV
– Apple Fitness
– News
– iCloud
Apple Inc. businesses

Up till 2019, Apple used to launch all products together, in the month of September before Christmas and new year. Which used to give good sales for Apple products. But the iPhone being a showstopper of the event, other products don’t get enough attention.

By splitting the events Apple did justice to its product line. Going forward it may remain the same. Below are statistics about revenue Apple generates from different products. (as of 3rd quarter 2020)

iPhone44.26%
Mac11.86%
iPad11.03%
Wearables, home, and accessories10.81%
Services22.04%
Revenue per stream

As it can be clearly seen, the iPhone brings the biggest part of revenue, but it’s revenue has decreased from 60.9% to 44.26% from Q1 to Q3 of 2020. Whereas wearables, home, and accessories businesses have seen a 1% raise, and Services business has significantly risen from 13.85% to 22.04% and increasing more than $50 billion-a-year of revenue.

Going forward, the potential for significant change in the mobile phone hardware industry is very less. Therefore, Apple and other industry leaders are diversifying their business lines and those deserve their identity. These and several other reasons Apple didn’t launch the iPhone, but we could expect it to launch in early October of 2020.

But for now, let us have a look at what Apple launched in the ‘Time Flies’ event.

What Apple launched at the “Time Flies” event?

1. Apple Watch Series 6 – comes with blood oxygen or SpO2 monitor along with ECG, heart rate, and other sensors.

2. Apple Watch SE – affordable Watch SE can be considered as an upgrade to the Apple Watch 3 in terms of design and hardware but it misses out on crucial features that are there on Apple Watch 4 and 5.

It doesn’t come with an ECG or SpO2 monitor but has the fall detection feature like previous Apple Watch models

3. iPad – Talking about the new iPads, Apple has launched the new eight-generation iPad, featuring the A12 Bionic chip that brings the Neural Engine to the entry iPad for the first time. It costs $329 in the US and features a 10.2-inch Retina display and the new iPadOS14.

Apple claims, 40% faster CPU performance and twice the graphics capability on the iPad.

2x faster than top-selling Windows laptop, 3x faster than top-selling Android Tablet, and up to 6x faster than top-selling Chromebook.

4. iPad Air – All-screen design featuring 10.9inch Liquid Retina display, new 12MP rear camera, A14 Bionic chip, iPadOS14

5. Apple One – Bundled plan of Apple’s subscription services, including Apple Music, Apple TV+, Apple Arcade, and 50GB of iCloud storage. The family plan includes 200GB of iCloud storage and can be shared among up to six family members. $14.95 per month

6. Apple Fitness+ – It provides users with 10 different workout types. New workouts added every week. It provides intelligent suggestions and integrated with Apple Music. This service is announced at $9.99 per month. In this pandemic, Apple is targeting to attract entire families and providing Apple Card financing for it’s product and services.