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Does Apple Need to Invent or Innovate?

Everyone is familiar with the saying, “Necessity is the mother of invention”. In fact, most inventions come from someone seeing a need and creating a product or service that meets that need. More importantly, inventors pretty much drive much of the world’s commerce as individuals and companies apply various levels of R&D to an idea and use that to invent products and bring them to market.

In various conversations recently, I have heard both Apple backers and detractors bemoaning the fact that Apple seems to be at a crossroads and, for the first time, I have heard both sides saying Apple needs to invent something new to get their luster back.

This is probably a harsh assessment in that Apple is still making record profits and, while their stock has taken a hit, Apple still has over $200 billion in the bank and is spending $10 billion in R&D with, I am sure, plans to continue to create and develop new products and services in the future. They have been doing this really well since 1997 and, given that track record, I am willing to give them the benefit of the doubt at this time.

However, asking Apple to invent something new suggests that those asking do not really understand Apple’s formula for success. It’s one they repeat with every product they have brought to market since their beginning, starting with the original Apple I. Apple did not invent the PC ( that came from Micral in 1973), and it was Eddie Robert’s Altair 8800 introduced in 1974 that brought the first commercial PC to the market.

The Apple I came from Steve Wozniak’s lust for wanting his own Altair but not having enough money to buy one. So he created his own and, along with Steve Jobs, made a business out of his version of a PC. But it was what Apple did with the PC over time that really put Apple on the map. With every generation of the Apple I, II, and III, and eventually the Mac, they brought innovation to the design, OS platform, and related applications.

This is their approach to innovation on an existing product such as the introduction of the iPod. They did not invent MP3 players but put their innovative design, easy to get music via downloads, and an ecosystem of software and services on it — Apple basically owned the portable music player market for over a decade.

That same approach was also applied to the iPhone. While not first to market with a smartphone, Apple innovated around the concept, created the iPhone, and introduced pocket computing to the world. More importantly, it helped create a multi-billion dollar market for them and many others. Smartphones now are the number one way people gain access to the internet around the world.

Apple took the same approach with tablets. They did not invent them but they did make them better and also created a billion dollar market for tablets. They are the leader in enterprise-based tablets and are still a highly preferred supplier of tablets for consumers around the world. Apple did not invent smartwatches but here too they have created what seems to be best of breed and clearly the best-selling smartwatch at the moment and a product that adds billions of dollars to their bottom line.

Now that VR seems to be the next big thing, even some Apple aficionado’s are asking, “Where’s Apple VR play?” Some even worry Apple will be too late given all of the activity from Oculus, HTC Vive, Sony Playstation VR, Samsung and most recently Google’s introduction of Daydream and their broader Android VR program.

But if history is our guide, Apple will watch how this market develops and, at the right time, bring out a VR solution that will most likely be superior to anything on the market outside of what is at the ultra high end. They will create the gold standard for a smartphone-based VR headset with supporting apps and services and, even if late, they could end up with the lion’s share of the market as they have done with the other products in their line. This same MO will probably be applied to an autonomous vehicle should they bring one to market.

This does not mean Apple will not invent something new in the future. But Apple has become a master of innovating around new products enter the market and show promise but, in their early stages, are not enough to create or drive a large market for them. They enter and do what they do best — create a great new device, develop an SDK so developers can create great apps and services for it and then spend millions of dollars marketing while making it part of the broader ecosystem of products they offer their customers.

My bet is Apple keeps up their successful formula for innovating around new products and categories and that is what will continue to drive their growth in the future.

Published by

Tim Bajarin

Tim Bajarin is the President of Creative Strategies, Inc. He is recognized as one of the leading industry consultants, analysts and futurists covering the field of personal computers and consumer technology. Mr. Bajarin has been with Creative Strategies since 1981 and has served as a consultant to most of the leading hardware and software vendors in the industry including IBM, Apple, Xerox, Compaq, Dell, AT&T, Microsoft, Polaroid, Lotus, Epson, Toshiba and numerous others.

120 thoughts on “Does Apple Need to Invent or Innovate?”

    1. I think pundits are desperately seeking the product(s) that will return Apple to high-growth. Probably mislead in 2 ways
      – Apple is about margin more than growth
      – I doubt VR is it in any case. Cars and Health seem way more likely to be able to support the kind of volume and margins that’ll make a difference to Apple’s bottom line.

      Apple does have to do VR if it turns out to be a thing though, that’s the cost of running a closed ecosystem.

        1. You need to do everything yourself. Compared to all the weird / innovative things OEMs have put Android in and made Android do.

          1. I don’t think you get how a closed system works. See everything does work without effort, from my phone, tablet, and computer. All my apps and devices work out of the box. Android can’t come even close. Android is a middle of the road phone OS that has lost it’s edge. This year I/O work proven it.

          2. Well, a closed system does men the single supplier does have to do everything himself. Android stuff does work out of the box too, at least 85% of users seem to have no problems using it ?
            As for Android losing its edge, market share is still raising, and I’m curious as to what’s happening on the high-/premium-/luxury- end share-wise, with both Qualcomm and Samsung not having goofed up this year as opposed to last year.
            As for features, generalized multi-windowing, VR, a viable Desktop incarnation, on top of the usual UI/battery/performance incremental progress seems rather more edgy than what Apple’s doing ? The best Apple has come up with recently is a 4th type of tap and a Galaxy Note knock-off… I’m hearing an Alexa knock-off is up next ?

          3. With Apple I have a complete modern ecosystem that runs and integrates multiple devices and all you got is a phone.

          4. ??? I got Android on my Windows desktop, my TV, my tablets, and a gaming console. Same ecosystem, same apps available across the board, no ecosystem fragmentation as opposed to Apple’s iOS + MacOS + tvOS.

          5. Not sure what planet you live on but Apple iOS, MacOS, tvOS integrates like a charm. I can update when I want too. You are so silly.

          6. I’m sure they integrate like a charm.. until you want to actually run an app that hasn’t been ported. I find simply running the same OS everywhere much easier and richer.

          7. I find simply running the same OS everywhere much easier and richer. – So you are running on the Apple platform. Running Android and Window isn’t a single OS, but two. You are not winning, but I will admit, you make one interesting points. Ported apps suck. BTW: Gaming on tvOS is pretty cool. It’s not game console, but in time, who knows.

          8. I think the key point is that though the UIs have to be different, the actual apps mostly don’t. The same OS can handle touch, keyboard+mouse, gamepad, and remote very satisfactorily, probably XXS and XXL screens too. So integration is only a band-aid for actual versatility.
            And these different use cases are orthogonal: handling one does not negatively impact how you handle the others, the OS’s and apps’ UIs can just morph to adapt. Once a game is gamepad-aware, it’s fine to run on a console, a PC, a phone or tablet…
            Android is far from perfect, first the OS lacks touch-less multitouch (even for zooming… could be done via control+mouse or +keyboard, a touch mouse…); then the ecosystem appstore fails to tag which apps are compatible with each scenario (run w/o touch, only in landscape, w/o gyro…) which is just basic housekeeping.
            I’m sure there’s a slight UX advantage to having a bespoke ecosystem for each use case, if only because it weeds out apps that aren’t optimized or at least aware. But the ability to run any app anywhere is really valuable too. I’ve taken to running Android apps on my Windows PC because Windows is lacking so many Mobile-era apps, and web apps don’t quite cut it.

          9. “Well, a closed system does men the single supplier does have to do everything himself.”

            Everything? Really? I didn’t realize I was using my Apple gear to access the internet, or to run third party apps, or to consume third party content, or to use cloud services like Dropbox, Trello, Office 365 and more, and I guess I was imagining all the times I plugged third party devices and accessories into my Apple devices. Hmm, and all those hotels and cars that integrate nicely with my Apple devices, I guess they don’t exist. As Bob Trikakis already said, you are so silly.

          10. Sure, and you didn’t have to wait years (or may still be waiting) longer than Androiders for Apple to do pen tablets, phablets, up to date small phone, app-capable TV boxen (different OS though, so check the app/game you want is actually there ^^), “Mobile” laptops and desktops, cameras, small tablet, large tablet, custom keyboards, custom browsers,… The Android side had all that a lot earlier.
            And when you’re unlucky Apple just drops the ball, like with their dustbin Mac (never updated), servers (failed to deliver on promise to make more), VR, …

            And yes, you were imagining each time you plugged a mouse in your iPad. Apple says NO, you can’t want that.

          11. Nice try. You said “everything”. You were wrong, as you often are. You get caught exaggerating quite a lot. Of course you can always find options that aren’t available within the Apple ecosystem. I’ve never found that to be a limitation, it’s actually part of the reason I choose Apple gear. I don’t want hundreds of choices, I just want to get my work done. I’ve never wanted a mouse for my iPad, that makes no sense at all for me. If you want that, then don’t buy Apple.

            All choices involve compromise. I want a whole, curated, closed, abstracted, simplified, Designed, and supported solution from a single vendor, and I want a specific kind of value and user experience. Apple is the only company interested in providing what I want. So I don’t get the option of plugging a mouse into my iPad and some options come later to some of my devices or appear in different ways. I have no problem with that. The question you need to ponder is why YOU get so upset that I’m making choices that you don’t agree with. I’m just as smart and capable as you, and yet I make different choices for different reasons. Why does that upset you so much?

          12. It upsets me for many reasons:
            1- because mostly those aren’t choices, they’re limitations. For example adding mouse support does not take anything away from when the mouse isn’t plugged in, for example.
            2- those limitations are then with great partiality either overlooked or even hyped (the “toaster-fridge” silliness)
            3- iOS is not the only whole, curated, closed, abstracted (whatever that means), simplified, Designed (I’m guessing the capital D is relevant ?) and supported solution from a single vendor. Nexus is that. Surface is that. Each has to be judged on actual features and capabilities, not some random buzzwords mashed together to rationalize buying the cool stuff from the company you own shares in.
            4- I’m producing less Android-love than the article after article and comment after comment lavished here. I f you look at my initial comment, it says pundits are looking for Apple’s next growth avenue, and I doubt VR is it (both in general and for Apple in particular). Fairly lame and neutral stuff, yet that simple comment is getting hysterical reactions, I guess for not being full of Apple love. I though the 7-part series from Mr. Falkirk was taking care of that need; apparently egos are even more fragile than that. Or worries about your stock ? (*)

            Sorry for not loving Apple, I guess ? Your stock will do fine anyway, don’t stress out too much.

            (*) Edit: oh, and my comment also says that since iOS is closed, Apple will have to do their own VR device if they want to offer one; Which I guess by the reactions was a surprise to many ?

          13. Nexus and Surface may be from a single vendor, but curated and closed they are not. As we’re often told, it’s about the ecosystem. In a more open ecosystem, you can tell MS and Google to kiss off and keep all your software and peripherals.

            Regarding fragile egos… It’s very common among New World Monkeys (more so those from space). Wait ’till Falkirk writes his 7 part series on Android and you’ll see… 🙂

          14. Heh, fragile ego? I’m not the one who created another username (applecynic) just to troll on MacDailyNews. That was you.

          15. I am proudly an Apple cynic. Sorry discourse not favorable to Apple makes me a troll. If it does, you thinking so, makes you what exactly?

          16. You’re missing the point. Your ego has driven you to create a persona in order to criticize a corporation and its users. That’s actually kind of sad.

          17. Space Gorilla is a nickname I’ve had for almost 30 years. It’s fun. What you’re doing is completely different. You’ve created a second user identity driven by ego and anger, and the only purpose of that persona is to deride, ridicule, and insult a corporation and the people who choose that corporation’s products. The time it took you to formulate a response to my observation tells me I’ve struck a nerve. I’ll leave it here. But I encourage you to think about your actions, your behaviour is intolerant, prejudicial, and driven by anger. That’s no way to live.

          18. Agreed, but on the other hand, you can also elect NOT to exit Google and MS’s walled gardens, which are as curated and closed as Apple’s.
            Apple is, again, forcing a false dichotomy where there could be choice.

          19. “It upsets me for many reasons”

            Yes, we know. Apple’s success upsets you. That’s pretty much all you need to say.

          20. Nah, it’s just all you want to read. there’s a bit of text after that.

          21. Yes, the text after that is all your own personal bias, which is only relevant for you. Why is it that so many nerds think their own point of view is a universal truth?

          22. Probably for the same reasons Apple owners and shareholders think the same. It’s 85% to 15% though, so some are more justified than others ^^

          23. I think nothing of the sort. If Android meets your needs and delivers the value and experience you’re looking for, that’s great. As for your 85% to 15% comment, did you just actually admit that you believe your point of view is more valid? Of course you do believe that, but you normally dance around it by implying how much smarter and better you are. Now you’ve come right out and said it. That’s progress of a sort I guess.

          24. Of course I believe my point of view is more valid, otherwise I wouldn’t have it. And it’s apparently more valid for 85% of costumers too.
            I’m OK with the 15% who go for something else too, and sometimes do recommend Apple stuff.
            I disagree with not acknowledging that a lot of that 15% is about the coolness factor and/or outdated preconceptions from years ago. It’s OK to buy the cool stuff for coolness, got a Cars backpack for my nephew and a Frozen house for my niece… it’s not OK to pretend otherwise. Again, iOS users around me don’t do anything different than Android users, they just paid a lot more to do it and are a lot more proud of their devices. I’m sure some users *are* doing stuff that only possible or easier on iOS (music creation, taking good pictures with a tablet). Never actually met any though.

          25. “Of course I believe my point of view is more valid, otherwise I wouldn’t have it. And it’s apparently more valid for 85% of costumers too.”

            Thanks for proving me right. It’s fascinating that you aren’t even aware of how problematic your comment is.

          26. Please do explain to me how advocating for what you believe is true/better is an issue ? When it hurts your shares ?

          27. You’re not advocating for what you believe in, you’re attempting to enforce your point of view and justifying your bad behaviour and lack of respect for those that hold different points of view by saying your beliefs are more valid, more justified, superior.

          28. Could be worse, I could be judging and saying they’re exhibiting bad behaviour ? And I’m not trying to enforce anything: this is a forum, it’s talk-talk-talk, no action nor consequences. I haven’t grabbed away anyone’s iPhone yet. Nor wished to (well, any more than any other teen’s phone ;-p ).
            And of course I think my views are better for me, and for the majority of people around me. Not 100% of the time, but… probably more than 85% ^^ Then again, I don’t have any stake in Apple nor Google sales, contrary to you. I’m free to observe that a lot of iOS users aren’t doing anything on their iPhone flagship they couldn’t do just as well on a much cheaper midranger, probably less due to memory constraints actually.
            You seem very sensitive about disagreement. Are you that egotistically or financially invested in Apple ?

          29. The only reason we bought Apple stock is because the opportunity was so obvious. What, you don’t like money? My opinion of Apple has zero impact on the stock price, it simply isn’t possible to be invested in their success in any way, that will happen without me, and without you. I was able to see Apple’s current success coming, so I made some money. I imagine you also saw Apple’s success coming, since you’re so much smarter than everyone else, but you didn’t invest on principle, right?

          30. Of course it does. You’re a perfect example. It would take too long to explain to you why that isn’t the case with me, and you wouldn’t believe it anyway.

            So, did you not invest in Apple on purpose, because of your principles? Obviously you’re so much smarter than everyone that you did see Apple’s current success coming, so you must have decided not to invest because of your high moral standards?

          31. If only other companies could have made and sold pens for iOS before Apple needed to. Oh, wait. So much for “closed”.


          32. You mean they provided a stick to replace or finger, or did they also tweak the OS to provide a handwriting keyboard + full-screen handwriting recog + a few UI tweaks (hover, erase, …) like Samsung could do with Android ? Because that’s “open”.

          33. Does Samsung’s solution work on other devices?

            Either way, your original point about pens was, well, pointless. Third party suppliers were already offering stylus solutions to iOS devices. Before Samsung.

            Apple doesn’t and never has to “do everything”. They do only the things they think they can do well.


          34. 1- it was only an example among many others
            2- is a “stylus solution” a stick to replace a finger, or an in-depth solution à la Samsung Note ? Replacing a finger with a stick isn’t quite what Samsung did…
            3- Samsung’s innovation only worked on Samsung stuff. Is that relevant ?

            Indeed, Apple doesn’t do everything. Which is an issue if you got yourself locked in and fall outside of where they think they can make billions. Or when they change their mind. Or when they’re late (or absent) from interesting stuff.

          35. All you offered up with regard to pens was pens. Now you need to qualify and rationalize. Really no better than the Apple cheerleaders you rail against.

            If Samsung’s solution is only available on Samsung devices that is not an example of “open”. It’s as closed as Apple.

            At least one less example from among others.


          36. On the contrary, the fact that Samsung could freely do their own thing with Android as the base is the exact correct example that Android is open.
            Other examples include putting Android in cameras, desktops, laptops, gaming consoles, making it look and feel like Windows (taskbar, floating windows), VR, adding system-level tweaks (iOS-like permissions, multiple user accounts, entreprise-grade security, entreprise vs personal containers…), XXS (watches) and XXL (17″ tablets and more) devices…
            That (and more) has been done by various OEMs, ahead and independently of Google.That’s what open allows. Where are the iOS equivalent ?

          37. Yet still a closed solution tied to one manufacturer.

            Why does iOS need equivalents?


          38. The starting point of the discussion was: if Apple customers want VR, they ‘ll need Apple to do it: the hardware, the low-level hooks, the ecosystem support.
            All of this happened on Android 2-3 yrs ago, and Google is barely now releasing VR stuff of their own.
            I’m sure you’ll deem whatever has already happened on Android closed… but it could happen only because Android is open.
            BTW, Windows delivered about the same things as Android, desktop-side. Only on the Apple (iOS or MacOS) side did nothing happen, because Apple is the overlord of everything there.

          39. Well yeah. If a manufacturer creates something that only works on their devices, then yes. That is the definition of closed. And if they really wanted to create it, it wouldn’t matter if Android made it possible or not. If there is a market there is a way. That’s how it’s always been.

            Now, if someone decided they truly wanted to take advantage of the Android device market at large, that would be an open solution.

            Third parties have been making peripherals for Apple devices pretty much since the beginning. If someone sees market potential in Apple’s customer base, they’ll find a way. Just like no one HAD to wait for keyboards or pens (or knobs!) for iOS from Apple.

            You just want to argue.


          40. But that’s exactly it: iOS as a whole is closed, Android as a whole is open. Google created Android, which doesn’t “only work on Goog’s devices”, nor even only on devices Goog intended it to work on, nor even only in ways Goog intended it to work. So we’re agreed, Android is open. You can’t make variations on iOS, you can on Android.

            And yes, you had to wait on Apple to get pens (that are more than fingers replacement, pens with actual added value) on iOS.

            The fact that individual OEM’s tweaks of Android are usually not taken up by others isn’t relevant. First, sometimes they are (Jide OS and Rockhip’s equivalent Windows look-alike, nVidia’s TegraZone for games, Samsung’s KNOX for security…) and even when they stay with their progenitor, the mere fact that they could happen is the very definition of openness.

            You just want to novlang you way out of Apple being closed, and Android open.

          41. That’s entirely the point. Android’s openness does not benefit the wider ecosystem like at least Windows development did. All you’ve shown is variations on a closed theme.

            As for your opinion on the functionality of pen devices is immaterial.

            So at this point I’m repeating myself. Carry on.


          42. I’ve just given you examples of specific non-Goog features being made available to more than one OEM.

            And even features that stay with a single OEM benefit the wider ecosystem: a) increase its reach, and b) get backported eventually (multi-user, multi-windows, VR, KNOX, …). The openness allows innovation and experimentation.
            I’d argue that even helps other ecosystems, the iPad Pro is mostly a clone of the Galaxy Note.

          43. All you’ve described is competition, which happens across systems. If Apples pen is an android clone (as if pens didn’t exist before Samsung) it’s the least Android could do to pay back considering Android wouldn’t be where it is today if not for iPhone.

          44. The difference is, with an open ecosystem, competition and innovation also happen *within* the ecosystem. Which is what is happening within Android. I’m not sure why this is such a big issue, nor even a point of contention: Android had pen, multiuser, VR, containers, remoting, desktop UI,… ahead of iOS because it’s open and OEMs could bake that into it.
            Today’s topic is the VR aspect of that. Android has it because OEMs can retrofit it freely; iOS doesn’t. Not sure what’s up for argument about that.

          45. Clarification for dummies (you apparently need it): on the hardware side.

            On the peripherals side, you might do stuff for Apple after paying the MFI tax; and on the software side, you might do stuff if it pleases them, doesn’t compete, isn’t sexy, isn’t political, etc…

          46. “Clarification for dummies (you apparently need it)”

            There you go again. Are you really that insecure about how smart you are?

            So basically you’re backpeddling now and telling me that Apple makes their own devices. Uh… okay. Thanks for that insight.

          47. I’m telling you that because Apple and only apple must make each and every iOS device, “Apple does have to do VR if it turns out to be a thing”, because nobody will be making it for them à la Samsung Gear VR.

            You’re welcome.

          48. Again, it’s lucky for Apple they’ve been working on VR since the mid 1990s. If VR becomes very popular I have no doubt Apple will release their own device, and I also expect there will be third party devices that work with all kinds of Apple gear, just as there’s tons of photo gear and video gear available for Apple devices. Why would VR suddenly be different? Would the makers of VR devices and content suddenly decide they don’t like money? As you’re fond of telling us over and over and over, Apple customers are easily parted with their money. So which is it? No VR products for Apple because there’s no money in it, or lots of VR products for Apple because people who sell things tend to like money?

          49. I’m surprised you’re not saying Apple invented VR, that would be par for the course with you.
            We’ll see if/when they actually make a device how good it is, trying to find non-blinkered reviewers that actually test & use non-Apple stuff too.
            Also, you’re failing to spot the difference between an app/content/ peripheral and the actual central device. I’m told there’s one ? I mean, one difference, not one Apple device. But maybe some day ! They’ve been ready since they invented it in the 90s !

          50. Yes. This is obvious. I was simply correcting yet another exaggeration by you. In the near term VR headsets will not be the central device, they will be a peripheral, along the lines of what Google is pitching. Buy a certified Android phone (the central device) and plug in the Daydream headset. Or do you not agree with how Google is approaching VR?

          51. I’m not sure what your point is, apart from trying to confuse the issue. Is there a third-party VR device for iOS or MacOS somewhere, or coming up ? Is it technically, legally possible ?

          52. There are many audio peripherals for iOS and Mac. There are many photo and video peripherals for iOS and Mac. Why would VR suddenly be different? Companies jumping into VR aren’t going to leave money on the table and that means going after Apple customers. Just as there is a robust peripheral/accessory/content market for audio/photo/video re: iOS and Mac, it seems obvious the same will be true of VR.

          53. 1- Apple does have a history of locking out peripherals. On most PCs, screens are peripherals. Not on iMacs. Apparently the audio jack is set go to too, in favor of the fee-generating lightning connector.
            2- VR is a special case, that requires a lot of optimization of the hardware, OS and app layers. I’ll be surprised if Apple does VR à la Windows, reliant on 3rd-party low-level software extensions, CPU+GPU processing, sensors, and displays. We’ll see how much of that is open to 3rd parties, I’m thinking probably none only content (and even that, censored), but I’d be delighted to be proven wrong.

            Let’s make a date for if/when Apple does release something.

          54. What mainstream peripherals has Apple locked out? I’m sure there are some, but once again you’re exaggerating to make it sound like Apple regularly blocks peripherals of all kinds for no good reason.

            As for screens, are you not aware that I can hook third party monitors up to an iMac? And there are already third party Lightning headphones.

            I agree that I don’t expect Apple to rely on third party VR solutions. I expect they’ll roll their own, but there’s no reason to think third party VR solutions won’t also exist for iOS and Mac. The market opportunity is just too juicy. There actually are VR solutions for Mac already but they’re hacky, I wouldn’t count them yet.

          55. on many iMacs, pretty much anything (disks, graphics cards, …) though someone told me this has at least partially changed recently. On iPhones, anything not MFI, storage extension. On iPads, ditto, plus mice.
            Indeed, we’ll see how much of Apple’s VR stuff is open to 3rd parties.

          1. Or, more likely, the trains don’t actually run on time, but nobody is willing to stick their necks out and say so.

  1. One spot for worry regarding Apple and VR is that the competition is getting wise to Apple’s “easy + sexy” formula, even midrange phones look “premium” these days. While in the past Apple only had to mop up sales by addressing the non-geek majority, it is possible this time around that non-geeks too will be addressed by nimbler competitors.
    Cardboard doesn’t quite help on this front, but Android N’s VR features could give OEMs and devs a head start that could become meaningful even on Apple’s home turf if some of those OEMs manage to get “sexy+easy” right on top of getting the tech right. Samsung and Xiaomi in particular seem well-positioned to do just that.

    Another issue will be Apple starting off with their usual flawed v1 when competitors will be at v2 or v3.

    I’m also wondering if the most successful flavour of VR will be stand-alone, smartphone-based, or PC-based. All have advantages and drawbacks (standalone is high-cost and a lot of duplication w/ phones and PCs; phone-based requires high-end screens -Retina won’t do- and imposes tight performance constraints that are overkill for most smartphones; PC-based is not only non-mobile but worse, tethered). What will the mix be, both early on and at maturity ?

    1. I think you need to define “easy”.

      What Apple does may seem easy from a technical point of view, but when you dig deeper, it often tends to be quite hard. 64-bit smartphone CPUs for example took a few years on the Android side.

      If you define “easy” based not only on what the technology looks like from an outsider, but based on how many companies can replicate the same success, then what Apple does actually looks quite the opposite of “easy”. Of course, good marketing is definitely part of the equation.

      Oftentimes, the technology or the idea is actually the easy part. Many companies will simultaneously develop similarly capable technologies. Finding the right product for the right customers and marketing to them is frequently much, much harder (but sexier), and much fewer companies succeed at this.

      1. Agreed. “easy” as in in “easy to use”, not “easy to make”. Competitors have been tech-driven and low-empathy (engineers designing for themselves and marketers going for features checklist). I think that’s changing.

    2. “One spot for worry regarding Apple and VR is that the competition is getting wise to Apple’s “easy + sexy” formula, even midrange phones look “premium” these days. While in the past Apple only had to mop up sales by addressing the non-geek majority, it is possible this time around that non-geeks too will be addressed by nimbler competitors.”

      To a degree. Sony had “sexy” stuff. Others have “easy” stuff.

      Not only does achieving both “sexy” and “easy” at the same time require the ability to rub your tummy and pat your head at the same (say, “do” software and hardware at the same time), it also requires focus, and a good insight into what needs to be made “easy” (often making it invisible, not “sexy”).

      For example, music was sexy and easy with the iPod. Now you could argue that others have made music more sexy and easy than iTunes (a little cumbersome and long in the tooth these days).

      How about Emailing, taking photos? Great, they are increasingly easy and sexy on the Android side. As you like to point out, you can “do everything” an Apple user can.

      But what are some things that should be “easy” (or easier), on the Android side, as easily accessible and useable by all Android users (and maybe invisible), that perhaps aren’t? Back-ups, security, payment, privacy, OS updates, etc, that type of geeky thing? By all accounts, such things aren’t that easy on Android, or most Android users would be using them across the board. The only thing to do, is pooh-pooh these types of things as hyped-up frivoilities, which you tend to do.

      1. Actually “easy + sexy” means the device is easy to operate, and owning it it socially desirable / ego-boosting.

        So sexy is mostly down to design and branding. I’d argue the Galaxy (especially the Edge) look better than iPhones, and all devices midrange and above have jumped on the same “HTC One look-alike” bandwagon as Apple. Branding is a lot more iffy, I think Samsung has equalized, maybe Sony indeed, but not Huawei/HTC/LG/Moto/Nexus… maybe Xiaomi ?

        Ease of use is also tapping you screen then seeing all incoming message/news and relevant info at one glance, OIS on the camera, not having to struggle with unconscionably low storage, not having the device bricked by updates…

    3. “One spot for worry regarding Apple and VR is that the competition is getting wise to Apple’s “easy + sexy” formula”

      Easy, isn’t as easy as you think it is. It takes a lot of work for a company to make a product that is easy for their customer to use. If it were easy to do easy, everyone would be doing it. History demonstrates that it’s very, very hard to do easy.

      1. See my explanation below: “easy” means “easy to use”, not “easy to do”. I’ve been using that phrase in that meaning for years on this site.

        And sexy, means “sexy to use” too, not “sexy to do” ^^

    4. For VR to explode, Hollywood needs to get involved. Without top notch content, it’s just going to be a niche market. I was at the Go Pro booth a NAB and I was blown away by what GoPro is doing with VR. The rest of the conference was not even addressing it. VR will end up like voice commands, amazing technology but only used by a few.

      1. It’s probably more than Hollywood even: VR is a new type of screen , so anything that’s on a screen or even paper can/should/needs be ported: fiction movies, documentaries, porn but also games, some vertical apps, VR-visits, manuals…

        Assuming VR is not the new 3D, creating the content will take a huge amount of expertise work and time. Not sure when it will actually become worthwhile sales-wise, currently it’s burning capital not sustaining (which also means Apple is not too late, they’re in it for the money not the fun nor the glory ^^)

  2. With all due respect, the entire article – POV – is an excuse, hindsight, looking in the rear view mirror, how about looking forward, who cares what Apple did or how it did, the circumstances and people involved were different and long gone. We are not in a history class, what matters is today, right now ?, what is it doing, in this business one doesn’t rest based on what they did yesterday, they prove themselves every single day, every moment. As a consumer, I have money but have stopped going into the Apple store, because there is nothing new in there, it doesn’t have a Samsung VR or Amazon Echo or a Tesla Model S… where is that $10 Billion R&D going…need to see results and need to see them fast.

    1. “We are not in a history class, what matters is today, right now.”

      Dinesh, History establishes an “MO”, strategies, and track records. Apple has proven their chops several times over with “yuuuuge” innovation in devices and iOS.

      Google’s done it in search, services, and Android.

      FaceBook in social, messaging, and pics.

      Amazon in cloud, web sales, Prime.

      History has its place.

    2. “where is that $10 Billion R&D going…need to see results and need to see them fast.”

      You can exercise your anxious behavior by either applying for a leadership role at Apple explaining your strategy to make the company better than it is currently. You may also choose to become an activist investor and try to influence the current direction through proxy. You may vote with your dollars and buy competing products or products not offered by Apple.

    3. I think the most important thing that history teaches us, is how often our judgements centred on the “today, right now” tend to lead us in the wrong direction.

  3. I find this extremely naive when smart analysis keep on suggesting that somehow for each category of product no company will ever be able to bring something better to the market than Apple that capture the consumer simply because of what they did in the past.

    If that were the case IBM, Microsoft, and host of other company would still be the best as they used to

    Last time I remember the Apple TV did not dominate the category

  4. Apple doesn’t have to invent something new. They have OS X and iOS. Each can have a sizeable marketshare. But Apple ices both by being greedy.

    I’ve been entirely Apple between 1986 and 2015. But Apple’s price on a 15 inch laptop moved me to an Asus Windows 10 laptop. $1999 vs a reasonably similar spec’d Asus for $799. With the savings I was able to afford YET another laptop for myself — an Asus Zenbook for $599. I’ve never owned a laptop because after buying an iMac it seemed too expensive.

    It seemed that way because it was. It turns out that Windows 10 (so far) is fine as secondary computing device. It has made iPad irrelevant to me.

    Sorry to sound like an Asus shill but they’re doing some amazing stuff Apple is too greedy to try. Have you seen Zenbo yet? Or the new Zenfone 3s? I can buy two Zenfones with superior spec to iPhone for less than one iPhone. Really REALLY considering this.

    I know, I know — if Apple plays the price game it’s a race to the bottom. Or some other apologist crapola. The truth is —


    But since I know they’re not going to do that I”m not waiting around any longer.

    1. You get what you pay for. Apple hardware costs more, but in exchange for the extra money, you get several things you don’t get from a less expensive hardware vendor:

      0. Better all round specs.*
      1. The ability to run OS X without hassle.
      2. World class customer service.
      3. Better build quality.
      4. Pretty hardware.

      The first three are definitely worth paying extra for, and the latter two might not matter to you but they’re there, and they’re part of the reason for the higher price.

      * A word about spec comparisons. Many times I’ve seen someone tout a particular windows PC as equivalent to a particular Mac product, but much much cheaper. However, almost every time, there’s at least one glaring exception that’s radically different. Like a relatively cheap All in one PC with a TN display, compared to the calibrated IPS displays Apple uses in their Imacs. Or a laptop that’s got almost all the same hardware as a macbook, except it has an inexpensive i3 while the macbook has a higher performing i5 or i7.

      There are other differences that are much more subtle, like the way a generic laptop will inevitably have a TN screen that makes me want to tear my eyes out, whereas the TN panels on non retina Macbooks are actually good enough that I don’t mind looking at them.

      1. *A word about spec comparisons. Many times I’ve seen someone tout a
        particular windows PC as equivalent to a particular Mac product.”

        Yes. I noticed that you ignored what I said and put me in a generic group. Here is what I said, “$1999 vs a reasonably similar spec’d Asus for $799.”

        Reasonably similar. When comparing the spec and prices.

        Both have an i7, both had 8GBs of RAM (the Mac 16GBs), and both have 256 SSD storage. The Mac has a MUCH nicer screen and the metal hardware is nicer, but where the PC was only a little thicker than the Mac… it was also a little lighter than the Mac… a reasonable trade-off.

        A way to understand this is to ask what would Apple charge for this Asus laptop? If it wasn’t a MacBook Pro but simply a MacBook for students? With the cheaper screen and thicker chassis… no less than $1499. That’s $500 off the Pro and so Apple would see that as a good deal.

        My problem is that it’s still $700 more than the Asus.

        To be fair you’d hate this screen. Weak viewing angles and not terribly bright. The thing is my wife doesn’t care. She has sensitive eyes and delights that this model isn’t so bright. But you are misleading to suggest you can’t get a PC with a better screen that’s still way under the Mac.

        PC world = choice. Apple = highest prices for highest spec.

        1. You seem to have found a perfectly viable solution for your purposes. Why yell at Apple? They didn’t keep you from buying your ASUS. You exercised your choice. They didn’t make you pay them the difference.

          Don’t worry, be happy. If this causes Apple to tank, you at least did your part to warn them here. Carry on.


          1. You ask why I would yell at Apple but then answer my question: I’m warning Apple if they lost ME they’re going to lose others. Just this week it was reported OS X and iOS share dipped.

            It’s going to keep dipping. A LOT.

            Oh. And I’m not yelling. I’m proclaiming. Trying to get an arrogant myopic greedy corporation to stop congratulating itself over profits vs. marketshare. I want to buy from Apple because in many ways it is the best.

            But most people do not need a BMW. Or a Lexus. I’m very happy in my Buick Encore. THAT’S my point. I’d settle for the pricier Macs and iPhones providing they were priced reasonably.

            They’re not. They are thru the roof. A basic but great iPhone should be $400-$500. Period. It’s all slave assembly in the orient. There’s still money to be made there.

          2. I’m putting this warning all over the place, Joe. I’ve even walked into Apple Stores, asked to speak to managers, and had my say.

            I’d appreciate if you stopped inferring that I shouldn’t speak.

          3. Not my intent. I just think life is too short to waste it yelling at a corporation, who likely has no feelings about you one way or the other.

            But as I said, carry on.


        2. You’re considering purchase price only, which is a mistake. I bought a 13 inch MacBook Pro in 2009, and used it until a month ago. It still works, but the battery is getting worse, everything runs a bit slower, time for a new one. So I bought a 13 inch MacBook Air, and I expect to get 7 years out of that as well. For my previous MacBook the cost worked out to about $23 per month to have a great laptop, and the MacBook Air should work out to around $19 per month. I don’t find that expensive or overpriced. I’m getting a ton of value for my money. Apple has never targeted people who buy based on purchase price. Now, maybe you’ll get 7 years of good use out of your ASUS laptop, but I would bet against it (cue the “my laptop lasted ten years anecdotes”). Generally speaking, Macs tend to have a longer useful lifespan. That’s part of the cost.

          By the way, the 13 inch MacBook Air 256 GB model is $1,449 (Canadian funds).

  5. Apple didn’t innovate on every new technology that came down the pike. Part of what made Apple great was innovating in areas that really struck a chord with the public and met a need. It looked like Apple saw such an area in home TV; but that seems to have stalled. The watch thus far has been an exercise in miniaturization but with little real purpose. The iPad once seemed revolutionary but now looks like a variation on the laptop theme.

    My worry about Apple is that the company may not be inspired to innovate anywhere, and is thus left to wander, either following the trends of the tech media or the whims of its internal design staff. With apologies to James Dean, Apple these days may be a rebel without a cause. Or a pirate without a ship to plunder.

  6. It’s projected that iPhone will lose share thru 2020. To Android. You know… old whiny customers. Wait until Remix OS is working and secure on inexpensive PCs.

    And frankly I don’t get hard nipples helping to build million dollar glass staircases. If you DO you might want to consider if you’re getting suckered.

    1. The issue is more about where you choose to spend your money. I know PC/Android users that spend more on coffee each month than the monthly cost of my Apple gear. I look at the total cost of ownership, over the expected life of the device, and figure out what that will cost me monthly, roughly speaking. Apple gear is not expensive, it only seems so because you’re comparing it to cheaper goods (false equivalence). My new MacBook Air is going to cost me roughly $19 per month. For the value I get from it that seems like a steal to me.

      1. This may blow your mind but I’m pretty sure I’m the guy that invented that Starbucks argument. Back when I was strictly Mac.

        But that was also before Windows 10. Windows 8? As if.

        Have you ever actually held the Asus Zenbook UX305? It’s where a MacBook Air and the Core M MacBook meet. Somewhere in the middle. It’s listed as $699 but often sold bloatware free at MS for $599. Often.

        The value is scary.

        1. I don’t get it. Are you not happy with your Asus? You got what you wanted, right? Or do you really want a Macbook, and you’re sore because you can’t afford it. Is this envy? Why? What’s wrong with the Asus?


          1. Hey Joe,

            That’s actually kind on insightful. You’re right. But also wrong.

            If I ignored my wife’s need for a 15 inch PC, I could easily afford all Macs here. The point I keep making has nothing to do with me and more to do with everyone, which is — WHY?

            WHY pay twice for a car, a cheeseburger, or cup of coffee that is only barely better? A Mac used to be twice better than a PC. My point is that value has evaporated. Now — depending upon how you shop — a Mac is only a little better (maybe) at twice the price.

            Let’s get this off of ME or any ONE of us. That’s ad homimen. Let’s go RIGHT BACK to my first words on the subject.

            “Apple doesn’t have to invent something new. They have OS X and iOS.
            Each can have a sizeable marketshare. But Apple ices both by being

            All I’m saying — and it couldn’t be simpler — is that Apple has two of the best OS options BUT squanders marketshare for profits. They are more interested in not cannibalizing sales (iPad without mouse integration) and selling profitable status symbol hardware.

            I’m saying they can still keep prices highER than competitors WHILE doubling marketshare. They don’t need to sell an iCar, an iRobot, or iWhatever.

          2. “WHY pay twice for a car, a cheeseburger, or cup of coffee that is only barely better? A Mac used to be twice better than a PC. My point is that value has evaporated.”

            Nonsense. Hundreds of millions of customers disagree with you (close to a billion actually). Macs were never twice as good as PCs. The difference is Apple’s approach to technology, closed and curated, abstracted and simplified, a whole solution from a single vendor, well supported (including a good retail presence), well-designed, integrated services as well as hardware/software, quality build/materials, and safe, secure, private.

            There isn’t another company in tech even attempting to deliver this kind of value. Why? Because the tech industry thinks Apple’s approach is wrong, that it can’t work.

            So let’s say I buy the ASUS Zenbook at BestBuy and I run Windows 10 on it. Now I have a problem with it. Where do I get support? BestBuy? Do I phone Microsoft? Do I phone ASUS? Can I take it to a retail location? And with thin margins in the PC world can any of them afford to properly support the device? Probably not. Where’s the financial incentive for BestBuy to help me? They already sold me the laptop and made almost no money on it. Does Microsoft care? They already got paid for Windows. Does ASUS care? Maybe, but with thin margins can they provide great support? Sorry, I’m just not interested in that nightmare, my time is too valuable. I want my computing devices to be appliances.

          3. Oh. I didn’t see this. Okay —

            “Hundreds of millions of customers disagree with you (close to a billion actually).”

            ha You keep trying to make this about me. ‘Me’ vs a billion customers. But if you are to invoke numbers — I there are way more non-Apple customers in computers and phones. Don’t EVEN go there.

            “Macs were never twice as good as PCs.”

            YES they were. OS X in year 2 blew Windows out of the water. It’s STILL superior in fact — even though it’s now only a squirt gun ahead.


            To a degree these days. And a debatable one. As in MacBook has a cool new shallow keyboard… that people really don’t love after all.

            “quality build/materials”

            No longer unique to Apple. And remember Bendgate? Hate to be an Apple fan throwing the word ‘kool aid’ your way, but honest Gorilla you’re a bit myopic.

            “There isn’t another company in tech even attempting to deliver this kind of value.”

            Company A offers a $50 A+ cheeseburger that has no peer. Company B offers an A- cheeseburger that is $25.

            Who are you to judge which is the better value? I get that you love your A+ burger — but that doesn’t invalidate people who love the $25 one. Who might be able to have two burgers for every one you can manage.

            “So let’s say I buy the ASUS Zenbook at BestBuy and I run Windows 10 on
            it. Now I have a problem with it. Where do I get support? BestBuy? Do I
            phone Microsoft? Do I phone ASUS?”

            The reason why you’re asking this question is that you’re clueless. YOU DON’T KNOW. That is you’ve never bought an Asus laptop but expect me and others to listen to you talk about how they’re weak compared to Macs… WHILE… I’ve owned Asus laptops and Macs but my opinion on both isn’t as… what… informed?

            Your bias stinks. If you’re going to lecture at least know what the hell you’re talking about.

            Asus includes lifelong support. By phone or online chat. 24/7.

            Whoops! Apple doesn’t offer that now do they? They offer limited phone support for… wait for it… even MORE $$$. EVEN MORE MONEY. MacBook Pro 15 is $2000 plus $350 for support.

            That’s rip-off. Thanks for making my point for me.

            And by the by — please don’t tell me HOW my Asus support sucks… because you’ve already revealed you didn’t even know it exists.

            mic drop

          4. I did know about ASUS support. You might want to research it, it’s hit and miss at best and has received terrible undercover reviews. Also, where are the ASUS retail locations I can visit? And does ASUS make the OS as well as the hardware? I could go on.

            You still don’t get it. You’re taking each bit of value Apple provides to me and arguing against each individually. But it is the whole solution that provides the value, the experience as a whole. It isn’t my bias that stinks. I’ve said many times people should choose what works for them. If it isn’t Apple that’s great. You’re clearly hung up on price, so it’s unlikely you’ll be able to see past your bias and recognize the value Apple provides. Again, that’s fine. Different people look for different kinds of value. But just because you feel Apple’s prices are too high doesn’t mean that is an absolute truth, it’s simply your own experience of what you value. And really, mic drop, are we twelve?

          5. “I did know about ASUS support.”

            Now you’re just a liar. You asked where a Best Buy customer would get support for their Asus laptop. MS, BB, or Asus? You didn’t provide the answer. Nor did you mention that the support is free 24/7 for the life of the PC. Or that free round the clock is desirable when compared to Apple’s 3 year limited day PAID pricy support.

            “You might want to research it”

            Research what? Asus Support? Which I have used and you haven’t? What part of listening to someone who’s in the know don’t you get? I’ve used AppleCare for years and Asus for six months. You haven’t.

            I have an Apple store I can walk to. No, seriously. And two more a ten minute drive away. And one of them I used to work in.

            Do I miss going into those stores? No. Why? If I have a question it’s easier to call AC. If a unit breaks it’s sure convenient to walk it in. But it’s just as easy to drop it off at UPS or have someone pick it up. The difference is I don’t have to pay for those pricey stores with million dollar glass staircases.

            The phone support? I’d say Apple and Asus give fairly similar support. Really. Apple may feel more ‘happy’ and ‘professional’ but at the end of the day each service has good reps and weak ones… and I’d argue in the same percentages. And if you’re okay with online chat support (typing) Asus is simply much faster.

            But ignore me. I only use Asus support and you don’t.

            “And does ASUS make the OS as well as the hardware?”

            When I was Apple myopic like you — that talking point mattered to me. But at the end of the day it basically doesn’t matter. Especially since Windows 10. For it infers that IF a company makes both it all either all is well or all is a lot less troublesome. My experience has been… not so much.

            On OS X and iOS is Safari. It is weak on both platforms. Firefox is way better for me and Chrome is way better for others. And so one of the most critical pieces of software on any computer LACKS despite it being all Apple ‘delicious’.

            Have you ever looked at OS X’s usage of RAM on a Mac. It needs a lot. Have you ever looked at Win10’s usage of RAM on a PC they didn’t even manufacture? I know you haven’t. Or if you have you’re going to pretend there isn’t a major difference. Except there is.

            “I’ve said many times people should choose what works for them.”

            Yes. You’ve kept re-directing this discussion away from MY topic: Apple doesn’t need to innovate as much as drop prices.

            Of course people should choose what works for them. That’s BESIDE the point.

          6. “Now you’re just a liar. You asked where a Best Buy customer would get support for their Asus laptop. MS, BB, or Asus? You didn’t provide the answer.”

            While you and I know about ASUS support, most consumers would not. I posed those questions not because *I* didn’t know the answers but rather to illustrate the issue of buying a solution that is not from a single vendor. A single vendor solution is simpler by nature, there’s no arguing that. A modular solution from many vendors will be cheaper by nature. Again, there’s no argument.

            I thought you were done here? Who’s lying? 🙂 I joke. Seriously though, you need to calm down.

            Laptopmag rates Apple’s support at #1 while ASUS is ranked #8, with the following blurb: “In last year’s Tech Support Showdown, Asus took a nosedive from previous years, coming in at a barely passable 78.25 overall. This year, the company’s performance improved quite a bit, even though its online service still leaves something to be desired.”

            Not exactly a glowing review. But again, you get what you pay for. I’m interested in paying more for Apple gear for a lot of reasons, and they’re all good, smart, well thought out reasons. Your opinion that Apple should lower prices is not a universal truth, it’s just your opinion.

            I’ll end it here (and I actually do mean what I say) because I’m repeating myself now, and you’re not listening.

          7. I prefer OS X to Windows 10, yes. And so in that way I’d prefer the Intel Core M MacBook. But do I prefer OS X $700 more than Windows 10?

            In this specific comparison, no. OS X isn’t THAT much better.

            If it was my only computer I’d probably get the MacBook. But since I own an iMac already the $599 ZenBook is fine as a secondary device. It does email, iTunes, and surfing. All I (or most people) need.

            Let me repeat that: OR MOST PEOPLE.

          8. Exactly. Most people are not looking for the kind of value Apple provides and therefore see no reason to pay a premium for that value. However, that does not mean that the value does not exist. It most certainly does, and that is why Apple will never chase marketshare.

          9. So I’m going to ask you a simple question now: if Apple were to lower prices at all… it wouldn’t increase marketshare… and it would put them out of business? Yes or no?

          10. You’re thinking short term. Lowering prices wouldn’t increase marketshare as much as you think. I’m sure it would to some degree, but again, most people aren’t looking for what Apple is selling. Most people want Cheapest Option X to accomplish Task Y. Apple would have to be the cheapest, or as cheap as the cheapest options to have any hope of attracting most of the market.

            That brings us to the second part of your question, thinner margins would absolutely harm Apple’s business long term. Less margin means less money for research and development, retail, support, software, services. I want the companies I buy products from to have healthy profit margins, it’s good for them and it’s good for me. Thin profit margins are bad for everyone long term.

          11. “Lowering prices wouldn’t increase marketshare as much as you think.”

            Where did I specify how much marketshare should increase? You Strawmanning me, which is why I asked that question MY way.

            You’re being a high price apologist. Apple could easily make 64GBs of storage on iPhones standard at Apple prices.

          12. You were never looking for a nice chat, you just wanted to vent your anger. Calling me a high price apologist proves the point I’ve been making. You simply fail to recognize the value that Apple offers. Apple’s lead is not diminishing, they are the only company offering the value I want. Nobody else is even trying. While you can find individual elements of what Apple is providing, you can’t get all of it together in one package from a single vendor.

            And while you never did give a percentage increase for marketshare, your comments made it clear you expect a significant increase. Your words:

            “They have OS X and iOS. Each can have a sizeable marketshare. But Apple ices both by being greedy.”


            The words “sizeable” and “EXPAND” (yelling all caps) tell me you think Apple could increase marketshare significantly. You’re wrong. Apple will begin to level out just north of a billion customers, and they’re almost there now. Could Apple serve two billion customers? Maybe, but the Best Customer Segment is only so large.

            EDIT: You know what? People like you pissing and moaning about price, that’s a big part of the reason the supply chain moved overseas, because everyone just wants cheaper goods and they don’t care how that happens. Give me cheap! Give me cheap! Okay, everything is made in China now. Happy?

          13. Well you made it about you by using your experiences and expectations as the basis of your argument. Personally, I don’t think that is bad and is still a valid, even if limited, perspective. But don’t kid yourself that it isn’t about you.

            Regardless, though. Think of it this way. A lot of people complain that Chick-fil-a is leaving a lot of money on the table by not being open on Sunday. I bet you (and I kind of have indirect confirmation) that C-F-A knows pretty darn close exactly how much money they would make if they were open on Sunday. But that is not the point.

            I would bet dollars to donuts (and I love donuts) that Apple has some pretty accurate models to predict how much their marketshare would change if they changed pricing in either direction. But, like with C-F-A, that’s not the point.

            So what your advocating, even if it wasn’t about you, is asking Apple to do something against their nature (at least currently). Your words are falling on deaf ears.


        2. Windows isn’t what I need, so there’s zero value for me in an ASUS Zenbook. If Windows is what you need then I agree, the ASUS does look like a good buy. Again, I’m skeptical you’ll get 7 years of good use out of it.

          I should clarify some pricing for you. I’m Canadian. The MacBook Air (256 GB 13 inch) I just bought is $1,449. The ASUS Zenbook is $899. It’s only a $550 difference. That’s not enough to make me shift my workflow and life over to Windows. And I trust Apple’s quality. I used the original 1984 Mac until 1994. Every bit of Apple gear I’ve purchased lasts a long, long time. I’ve got local retail support, staff that are helpful and knowledgeable. The ecosystem is well curated, the products are well-designed. Apple’s approach to technology works very well for me. I’m not going to give up all of that value and benefit just to save a few hundred bucks here and there. It isn’t worth my time.

          All that said, if you like Windows and you’re looking for different value/benefit from your computing products, that’s great. Do what works for you. But I do think you’re missing the truth that others do not share your opinion of value.

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