Apple was innovative. Now it launches no new ideas and has fallen behind in the AI stakes.

Mid-term, what will Apple do to pull it back?

While it was the first $trillion company, and makes more profit than any of its key rivals, it hasn’t invested in gathering data in the way that Google, Amazon and Facebook have done. As AI’s place in our lives is cemented, Apple may have to find a new way to compete.

Or maybe they don’t plan to compete. After all, when Apple took the market with the iPhone, the world was a different place.

Napster had just died.

Blockbuster was still on the streets.

Woolworths was a thing.

Blackberrys were the favourite phone of the corporate IT manager. IT managers were a thing too.

Nokia and Siemens had good market share.

EVs were a lifetime away from being viable.

Now, everything has changed

You can buy barefoot shoes.

It’s OK for people to eat a vegan diet and wear leather.

Lazy workaholics are a demographic and…internal influencers are becoming more trusted than external and celebrity ones.

It’s the same for you

Future thinking. Future-proofing. It’s what we do.

If this kind of thinking can be helpful to you, let’s talk.

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