Apple is not the iPhone company any more

Apple is not the iPhone company any more

Apple has finally delivered concrete, positive proof that it has a life beyond the iPhone.

The iPhone represented less than half of Apple's total revenue for its third quarter, for the first time since 2012.

That's down to new hardware like the Apple Watch, as well as growth in Apple's software business including the App Store and Apple Pay.

These are ancillary services to the iPhone, so Apple hasn't moved away from its most popular bit of hardware just yet.

But still, it's a massive change.

Visit Business Insider's homepage for more stories.

Apple has undergone a major shift.
For the first time since 2012, the iPhone accounted for less than half the firm's overall revenue, for its fiscal third quarter.
It's not far off, at 48%. But that number will continue to fall.
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