One year after taking the top spot on the business magazine Fast Company & # 39; "The world's 50 most innovative companies" in the world, Apple has fallen to 17th place behind both established companies and new startups.
Apple SVP by Worldwide Marketing Phil Schiller introduces A12 Bionic in September 2018.
Released Wednesday Fast Company's annual list puts Apple in # 17 instead of its progress in chip design. An accompanying explanation points to the A12 Bionic system-on-chip, which contains 6.9 billion transistors in a unique package tailored to efficient processing of artificial intelligence, magnified reality and shooting tasks.
"Apple's most impressive new product from 2018 was not a phone or tablet, but a chip: A12 Bionic," writes Harry McCracken, Technology Editor of Fast Company . "At a time when it remains harder than ever to commit consumers to upgrade, as evidenced by Apple's surprise, January goes on to lower the revenue guidance on weak iPhone sales, and the innovative chip design positions the company to create a whole new generation of irresistible experiences. "
Published with the iPhone XS last year, the A12 Bionic is built on a 7 nanometer process that allows for an extremely close six-core design. According to Apple, the A12's two high-performance cores are 15 percent faster than the 2017's A11 Bionic, but consumed 40 percent less power, while four efficiency consumes 50 percent less energy.
Benchmarks bears Apple's requirements, with tests showing significantly increased performance competing with some desktop CPUs.
Above Apple in Fast Company ratings rankings have established businesses, including The Walt Disney Company, the National Basketball Association and Target, respectively, recognized for diving into the streaming business, creating a esports league and create lucrative-house brands. Technical companies such as Alibaba, Square, Twitch, Shopify, AnchorFree and Peloton are also placed in front of the iPhone manufacturer.
First and second on the list is China's Meituan Dianping and Singapore-based Grab, so-called "transactional super apps" that connect millions of people through a collection of lifestyle products and services.
Apple took the first place last year on the back of an "ambitious" approach to hardware and software engineering. The company's A-series processors were also cited as positive, as did initiatives such as CareKit, Apple Music and AI.