I was right about Apple.
When Steve Jobs died, I told anybody who would listen that if they held Apple stock, sell it. If you read the book ‘Steve Jobs’, you’d know he was Apple. From big-picture strategy to the shape of the on-off button on the iPhone. You can’t replace that.
The latest Apple debacle is Tim Cook’s apology to China. “We are aware that a lack of communications led to the perception that Apple is arrogant. We express our sincere apologies for any concerns this gave consumers.”
That sound you just heard was Steve Jobs spinning six feet under.
Apple was arrogant, should be arrogant. People loved them for their arrogance. It made them great.
Which leads us to the secondary point: great brands are unafraid to show their flaws. Apple was. Now it’s trying to be all cuddly. It’s trying to be Hallmark.
Sell Apple. Now.