Great post by Ben Thompson on how Apple remains profoundly misunderstood by many:
And yet, the perception that Apple is somehow hanging on by the
skin of their teeth persists. I was speaking to someone about
Apple’s particularly excellent China results this afternoon, and
was struck at how their questions were so focused on threats to
Apple — “How will Apple respond to Xiaomi” for example. This is
in stark contrast to the way most think about a company like
Google, where their dominance in whatever field they choose to
enter is assumed, just as Microsoft’s was a decade ago. Apple,
though, is always a step away from catastrophe.
It’s difficult to overstate just how absurd this is, but here’s my
best attempt: last quarter Apple’s revenue was downright decimated
by the strengthening U.S. dollar; currency fluctuations reduced
Apple’s revenue by 5% — a cool $3.73 billion dollars. That,
though, is more than Google made in profit last quarter ($2.83
billion). Apple lost more money to currency fluctuations than
Google makes in a quarter. And yet it’s Google that is feared,
and Apple that is feared for.
His list of three wrong assumptions about Apple is so spot-on. Worth bookmarking. I’d venture to say that just about all wrong-headed analysis of Apple’s future prospects comes down to one or more of those assumptions. The only one I’d add to the list: Apple can’t innovate without Steve Jobs.