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There is no debate that a large contingent on the internet has been holding out for less Pokémon Go news in 2017, but it is equally clear that this sentiment will not be echoed by the people at Niantic. No matter the side of the fence you are on, the fact that Pokemon Go is hands down one of the most successful apps in the history of the App Store (breaking first-week download and revenue records) is a big deal, and the augmented reality laced game will continue to rake in millions of users and dollars in the year ahead. It’s not all rosy though, as the daily player count is continuously pointing south and engagement data crumbling.

As much as this is Niantic’s battle to fight, Apple too has a vested interest in the preservation of Pokemon Go’s winning streak and will want to benefit financially from the game throughout the current fiscal year. The question both business entities therefore are going to have to find answers to is what’s next for Pokémon Go strategically, and what is Apple’s role in facilitating Niantic’s continued success with the app? Not so much content wise but rather in terms of product strategy, I have sized up a few moves that Niantic, The Pokémon Company and Apple could have up their sleeves over the next 12 months.