To be able to learn from the successes of Apple one has to understand its history. It can be seen that the success of Apple declined when Steve Jobs left the company and was reborn when he returned. In the meantime, Apple pretended to be a hardware provider.
But Apple doesn’t sell hardware. Apple sells simplification of life. Thus, beginning with the first hits, Apple simplified the life of their buyers. But on the way, there were some failures: they happened when they just sold hardware.
Simplification of life, innovative technology and being able to build intuitively manageable products are the core of Apple’s businesses.
Understanding the nature of the Apple’s business doesn’t allow copying it. It just gives an example of how the understanding of a market and the anticipation of the future is what makes a difference in business.
“Chapeau, Mr. Steve Jobs, you have an extraordinary mind.”
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