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Theory

  1. The Genealogy of the MacBook Pro

    · · Research

    I was an early user of the first MacBook Air. When that product was launched I saw in it something different: a dedication to a new measure of performance: thinness and conformability. The key image used to launch the…

  2. Missing the boat in music

    · · Research

    When Spotify and Pandora were starting their streaming services many were quick to point out that Apple was about to be disrupted. The future, they said, was streaming because (young) people could not be bothered with…

  3. The Next 40

    · · Research

    In Apple’s first 40 years it shipped 1,591,092,250 computers ((including Apple II, Mac, iPhone, iPad and iPod touch; excluding Apple Watch, Apple TV and other iPods. Includes Q1 shipments estimated at 63,597,000 Macs,…

  4. Priorities in a time of plenty

    · · Research

    How Apple is managed is one of its enduring mysteries. The idea that a company with $235 billion in sales is managed with a single P/L ((Profit and Loss statement is an income statement usually applied for a subset of a…

  5. Why does Apple TV deserve to exist?

    · · Research

    Since writing Peak Cable six months ago, surveys, research and analysis have contributed to the themes of unbundling the TV package. The data under scrutiny is, as usual, the data that can be gathered. Unfortunately the…

  6. What it means to be great

    · · Research

    What makes a product great? I struggle with this question because being great is not just being better than good. Greatness is to goodness as wisdom is to smarts. Just like getting smarter and smarter may never make you…

  7. Meaningful Contribution

    · · Research

    What if Apple did make a car? How significant could their products be? What would it take to influence the industry’s architecture? The global market is forecast to reach 88.6 million vehicles in 2015 and there are many…

  8. Soft Underbelly

    · · Research

    Executives at car companies have suddenly had to answer questions about potential entrants into their business. This is a big change. I don’t recall a time when this was necessary for over 30 years. For decades the…