A year after taking the top spot on the business magazine Fast Company's list of "The World's 50 Most Innovative Companies" In the world, Apple has fallen to 17th place behind both established companies and fresh startups.
Apple SVP by Worldwide Marketing Phil Schiller introduces A12 Bionic in September 2018.
Published on Wednesday Fast Company's annual list puts Apple in # 17 instead of Its advances in chip design. An accompanying explainer points to the A12 Bionic system-on-chip, which has 6.9 billion transistors in a unique package tailored for the 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 piece: A12 Bionic," writes Harry McCracken, technological editor of Fast Company . "At a time when it is still harder than ever to encourage consumers to upgrade, as evidenced by Apple's surprise, January is moving to reduce revenue guidance on slow iPhone sales, positioning the innovative chip design company to create a whole new generation of irresistible experiences."
Released with the iPhone XS last year, the A12 Bionic is built on a 7 nanometer process, providing an extremely dense six-core design. According to Apple, the A12's two high-powered cores are 15 percent faster than the 2017 A11 Bionic, but use 40 percent less power, while four efficiency consume 50 percent less energy.
Benchmarks carries out Apple's requirements, with tests showing significantly increased performance competing with some desktop CPUs.
Over Apple in Fast Company's ratings are established companies such as The Walt Disney Company, the National Basketball Association and Target, which are recognized for participating in streaming business, creating an esports league and creating lucrative in – house brands. Technical companies such as Alibaba, Square, Twitch, Shopify, AnchorFree and Peloton are also ahead of the iPhone manufacturer.
First and second in the list is China's Meituan Dianping and Singapore-based Grab, so-called "Transactional Superapps" that connect millions of people through a collection of lifestyle products and services.
Apple took the first place last year at the back of an "ambitious" approach to hardware and software engineering. The company's A-series processors were also called positive, and there were initiatives such as CareKit, Apple Music and AI.