It’s clear that Steve Jobs is no longer in the driver’s seat. The company’s recent product announcement was subdued, with the audience knowing it was gathering for the last time in the old facilities where they were looking back at Apple’s first forty years.
The story that Tim Cook tells is still about changing the world, but the message is more incremental. It’s clear that Apple wants to dominate the ecosystem market.
Apple showed the advantages beyond the hardware. Yes, they have an eye for elegance and for upgrading the processing and display. But this time the hardware was aimed at the flank. The smaller SE iPhone 6 and the smaller iPad Pro will serve to shore up the ranks and reach back to first-time Apple users. Read More
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