Apple has been through many phases and changes in its history. Early innovator of the PC, democratizer of desktop computing, routed and limping loser in the enterprise, uninspiring imitator on life-support, marketer of a failed handheld computer way ahead of its time, explosive disruptor of the beige and boring PC business, murderer of the traditional music-distribution business, popularizer of the $300 smartphone, and now… being called the most responsible citizen in a tech industry that uses its customers’ personal data the way the machines used humans as batteries in the Matrix.
Apple. The responsible choice now? Incredible how much a firm can go through and come out the other side when it acts boldly with conviction AND respects its customers.
This is a time when companies whose innovations are more intrusive than useful, more gimmicky than problem-solving, operate with business models that either burn investors’ cash or turn the users into products.