Moving as it does between computers, devices, software, services,
retail, logistics and manufacturing means that it’s not
classifiable as an “x” company where “x” is an industry sector.
Rather, the company should be classified by the set of problems it
seeks to solve (e.g. communications, community, productivity,
This disconnect between what people think Apple sells and what
Apple builds is as perplexing as the cognitive disconnect between
what companies sell and what customers buy.
This is why so many people, particularly investment analysts, have always missed the point about Apple. They saw Apple as a computer company outside the Wintel world in a Wintel-dominated industry. Now they see Apple as a phone maker in a world where the market is saturated and people are holding onto the phones they already own longer and longer.