Thanks to Squarespace for sponsoring this video, where you can create your own website in minutes. For many people, Apple is a confusing company: On one hand, it’s an unquestionable success – creating and then dominating entire categories of products, and making more money than any other business in the world. By far. But somehow it also seems unable to understand its customers: removing features we love, neglecting its own products, and making bizarre trade-offs we never asked for. So how can the world’s most profitable company also be so foolish? Many would say they can afford these mistakes because of their exceptional marketing.
Others see them as disorganized and distracted, really only coasting on earlier success. These feelings are everywhere on the internet, and frankly, they’re understandable. By being such a secretive company, they sacrifice the chance to explain themselves, leaving us to speculate from the outside. But theories like these only raise more questions: If the goal is simply marketing to maximize profit, why focus on so few products? They should be using their brand to sell anything and everything, like Samsung. And why remove things like the headphone jack? These are very deliberate decisions, yet they guarantee far more negative press than they make in sales of adapters. Foolish as they sound, there must be some kind of strategy here, it would take a miracle for a truly dysfunctional company to be this successful for this long. Which makes sense: companies this big aren’t driven so much by individual employees as institutional principles. So, you may hate their strategy, think they’re overpriced, and disagree with every decision they make, but by no means are they careless or arbitrary.
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