On the eve of the iPhone 5s and 5c launch, Apple has opened up and let Bloomberg inside its walls to interview the team that sits at the top of Apple. Tim Cook, Jony Ive and others gave insight into Apple’s strategy in a great read that you can find at the source link below.
The interview talks about Apple’s strategy and more importantly, how it sees its competitors (Google and Microsoft). Cook, to no surprise, bashes Google’s fragmentation by saying that is a “compounding problem” and that by having a significant amount of legacy software in the marketplace, the platform is far more vulnerable to exploitation than other operating systems.
The strongest criticism in the piece is clearly aimed at Nokia. Cook lambasted the company by saying that they lost their way and stopped innovating by stating “I think [Nokia] is a reminder to everyone in business that you have to keep innovating and that to not innovate is to die.”
The entire interview is typical of Apple where the company feels that the are at the peak of their game and that everyone else is still trying to replicate their success. To some degree, they are correct, as Apple has several billion dollar product lines, has a strong lead in the tablet market and even in the smartphone world, they have a commanding presence.
Apple does not seem to be unsettled by Microsoft and Google copying their business model of producing first party hardware (Google purchased Motorola Mobility and Microsoft is purchasing Nokia’s Lumia division) but Apple is aware that the external pressures will only increase over time as others attempt to replicate their success.