Tim Cook taught Apple to play a long game.
Cook became CEO in 2011 on the heels of the iPhone revolution. By turning a PC into a handheld device, as I wrote about 20 years earlier in “A Guide to Field Computing,” Steve Jobs’ Apple changed the way we live.
Cook doesn’t roll sell revolution. He sells evolution. Turning Apple into a Cloud Czar was evolutionary, being built on an existing services business. The Apple Watch was the same, built on an existing health business. Both efforts were widely ridiculed. Services are now a $40 billion/year business, wearables lilke the Watch an $18 billion/year business.
So the $3,500 Vision Pro headset doesn’t have to be huge out of the box. It can be an executive toy, used for going to the NBA Finals from Dubai, or delivering multi-million dollar presentations to a single executive decision maker. Apple can build the business organically, letting tenants experience a newly built building or showing doctors how to do an operation with the DaVinci robot.
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