Apple has become too safe: Tim Cook needs to go to war
If there is one word I could use to describe Apple, it’s; Safe.
I could also use Successful, Leader, Domination and a few other adjectives, but for the purpose of this piece, it’s; safe.
I’ll first add some context.
Let’s consider the iPhone. These images show five generations of iPhone. Can you tell which one is which? Perhaps the colour gives it away, but in terms of its design language, no paternity test is required.
The design iteration has been safe. And that has been Apple’s preference for progress. It’s one of a tweak culture and not of radical pivots.
That’s not a bad thing. We rarely hear of a bad device in the line up, which can’t always be said of Apple’s competitors.
But….. and here’s the thing.
Apple is no-longer the world’s most valuable company. Microsoft is.
In 2024, Microsoft became more valuable, by market cap, than Apple, which is the first time that has happened since 2018, and only the second since 2015.
