Apple is not an adventure book

Jan 10, 2019

Last was a though week for Apple aficionados: after previewing a worse than expected quarter that seemed to mine at the iPhone success' foundations, Samsung came out with a press release saying their new Smart TVs will support AirPlay 2 and iTunes Movies & TV Shows. If this wasn't enough, the comunicate had quotes from Eddy Cue himself praising the partnership with Samsung.

By now, though, we know that:

1. Apple isn't the only one having had a bad quarter, in fact it even might be one of the ones it had the least worse;
2. Samsung isn't the only TV manufacturers that will support Apple's standard and content in the near future;
3. iPhone Xr, by many considered the biggest failure among the latest released versions, has actually been the top selling iPhone every day since its release;

but in the hours these early news were circulating, comments were raging and heads were shaking: how can Apple partner with its worse enemy? Who will buy AppleTVs anymore? Is this the end of the iPhone?
I myself was in confusion with what had just been announced, but then I remembered something: Apple is not an adventure book.

As much as we'd love, Apple's strategies don't follow plots meant to be read by people, with villains and heroes, ups and downs in the storyline to please the readers. Apple is, simply, a company whose goal is to make money and with a long term aim of improving people's life, to change the world for the better if I dared to say.
It surely has interesting plot twists from time to time, stories that look as if they are going in a certain direction and actually end up in another, friend that become villains, surprises no one expected and difficulties faced by the protagonist.
But, in the end, what really make sense, is for Apple to just follow its business and its leaders' intuitions.

* * *

If you like articles like this, please consider supporting this website through personal donations or sponsorships