Let's Give Apple Some Space

With all the hubris that Apple enjoyed until the latest disclosure and much quoted letter to investors written by Tim Cook, one would be inclined to think this was yet another technology behemoth on the verge of a dramatic fall from grace. Despite what the naysayers would have you believe, Apple has been over performing for years and it's recent slump, dare we call it that, is merely a minor speed bump on a very progressive and still innovative road.

Note, I make no exceptions or excuses for Apple's sluggish foray into voice search leaving them miles behind the Alexa and Google Home devices nor the stagnant Apple TV product and the what-feels-like-a-lifetime video streaming service. But to fall prey to the conception that Apple are rapidly deteriorating is naive, as Tim Cook's 8 year reign thus far has proven to be nothing but exceptional. Apple are staring down the barrel of true challenges, quality competition, market saturation and challenges in emerging markets but they have weathered such storms before and oft led the way in these circumstances.

Lest we forget the latest incarnation of the iPhone which has been lauded as it's best iteration ever. Apple's leading position in wearables, the leaps in healthcare offerings and a dedicated and loyal fan base. (Of which I am still apart, recent upgrade excluded in this circumstance :)) To add further perspective, Samsung fell short of estimated earnings and it's stock as well saw a 24% decline in 2018. Perhaps our fascination with Apple and our high expectation on this tremendous company leads us to look at every fine detail, misstep or non step as a macro Bat sign that things aren't well. Nothing could be further from the truth.

Tim Cook has overseen an unprecedented increase in share price, profit margin and arguably goodwill in the company since his appointment. A potential poisoned chalice, he took the reigns with aplomb and with his deep understanding and knowledge of Apple's complex supply chain, continued to optimise and make efficient processes which has further led to inroads into new territories. Oh, and there's also the small matter of a multi-year content deal with Oprah Winfrey. Ahem.

With a surging Amazon, stronger Netflix and even Chinese device maker Huawei chomping at share of market rapidly, Apple are still in my very humble opinion, the leading technology voice and will continue to be so. They may just have to shout a little louder.