Apple Acknowledges Identity Crisis, Willing to Spend More on Future Devices

Apple’s looking into ways to breathe life into its products, and one possible way to do that is to invest more in research and development. And that’s exactly what the company is planning to do, according to a new report.

It appears that Apple is willing to spend no less than $10 billion on R&D this year, Above Avalon writes, which would be a huge increase from the $6 billion budge the company had for 2015. But even if this report is true, it doesn’t necessarily guarantee that Apple can get back on the right track, as a successful strategy depends on a number of factors.

And the first of them is the efficiency of the research and development process. Apple is well aware of the fact that its products are no longer innovating and by investing in the pre-production process, the company hopes to find new ways to do that.

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