Apple’s Long Term Challenges Complicate The Short Term
Mark Gurman offers up a relatively thorough summary of the number of challenges Apple is facing going forward in his weekly Power On column. Things always go forward. The question is always how.
The original link above is paywalled, but here’s a web archive link to the story.
And here’s the summary:
Gurman calls this point in Apple’s history a “critical juncture.” I would agree. The many moving parts, both surrounding Apple, and of its own making, have put Cook and company squarely in that critical juncture. This comes as Apple and those that make their living talking about Apple are gearing up for this year’s World Wide Developer’s Conference (WWDC) next month.
Gurman delivers the punchline well below the headline that neatly summarizes why WWDC is not going to be able to address all of these challenges, but also why the turmoil is going to continue.
Speaking specifically about Apple’s race to catch up in the AI realm he says:
it’s going to be a while before we can tell if Apple is heading in the right direction
Perhaps that should have been the lede. He could have easily said the same about each of these challenges he enumerates.
But there’s also a larger, more encompassing challenge that makes surmounting each even more difficult. The tech world is moving at a pace that Apple is unaccustomed to. Apple’s historic long view has served it well over the years, but the window on that long view is increasingly narrowing its aperture.
Apple may spend its June introducing and setting the table for what’s coming later this year, but already most of the smart players who follow and promote Apple are shifting their focus to the bigger, and more critical, table stakes coming long after this year’s summer and fall hype cycles end. The now familiar “coming later this year” now means much less when the real issues may only begin to be addressed further down the road.
Waiting “a while” is not an easy sell. Especially these days.
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Maverick 
