“Apple Must…”

Tech

Some wise person — I wish I knew who — once said that everybody has two businesses: their own, and show business. The same is true in the world of technology, except the two businesses people have are their own, and Tim Cook’s.

Everyone, in other words, seems to have strong opinions about what Apple should be doing. And a remarkable percentage of the people who share their thoughts state them not as a suggestion or a preference but as an imperative so absolute that ignoring it could plunge the company into crisis. To emphasize the seriousness of the matter, their headlines usually use the words “Apple must…”

There are, however, a few problems with this approach to Apple commentary:

  1. The stuff Apple must do usually amounts to following an industry trend in much the same way that everybody else is doing it, right this very moment.
  2. Though Apple does…

View original post 1,523 more words

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