Despite the mystique that has wrapped itself around Apple since Steve Jobs brought it back from the brink, this isn’t a company that likes to be first to lucrative technologies like the tech world’s latest darling, generative AI.
The mouse, the graphical user interface, the powerful laptop, the touchscreen tablet, the touchscreen phone, the augmented reality headset: lest we forget, Apple invented none of these things. What Apple has refused to do, so riskily that it nearly died but also so rewardingly that it became a trillion-dollar company, is chase after flash-in-the-pan popularity.
Rather, the company has spent five decades working obsessively on perfecting new technologies that others have developed. The goal isn’t to delight Silicon Valley or Wall Street, at least not in the short term. The goal is to make products friendly, comforting, secure, and not at all scary to the average non-techie user — or at least, more friendly than they will find anywhere else.
And that’s when you sit back and watch the profits / stock price boosts roll in.
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