The amazing history of ‘Apple must’…

Cook and Jobs

An excellent history of “Apple must..” from Time.

“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 frequently respond to industry trends, it’s not in the company’s nature to do so in precisely the way that everybody expects, and it often bides its time before doing anything at all.
  3. Time and time again, Apple doesn’t do what Apple must do…and yet the results aren’t calamitous.
  4. In some instances, the things people insist Apple must do — such as make a netbook — are not only not necessities, but terrible ideas.”

Read in the original right here.

Jonny Evans

Watching Apple since 1999. I don't say what they should do. I say what they might do. They sometimes do.

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