Ben Bajarin, Principal Analyst at Creative Strategies, Inc, shares his opinion on what Apple strategy will be in 2014 in this great piece.
According Ben Bajarin, pundits and critics shouldn’t be dismay if Apple doesn’t release a TV, smart watch, bigger iPhone or bigger iPad. Ben Bajarin based his opinion on the theory that “Apple has customers not competition.”
The broad claims that are made about what Apple should do are almost always based a round competitive reasons. Folks claim that because Apple’s competition is doing something that Apple should also or they will lose. Yet what I love about Apple’s strategy is that it is never around what the competition is doing. Apple marches to beat of their own drum. This is fundamentally mis-understood by so many. In fact, Apple’s strategy is best understood within the view that internally they literally believe they have no competition ( I personally believe this also but that’s the subject of a much longer essay.) Apple has customers not competition. The decisions they make as a company are not based around what their competition is doing but around what is best for their customers. Like it or not, this is their strategy.
I couldn’t agree more.