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The one Apple fears the most



  Apple and Fear Quick. Give Google's name a competitor? Apple? No. Microsoft's Bing probably tops the list because Bing, like Google, is a search engine. OK, name Samsung's top competitor? Apple? Probably not.

Samsung is a conglomerate that produces everything from smartphones to PCs, CPUs to monitors, memory chips to washers and dryers, and has a product list so large that they would fill a few large trucks, while Apple's products would fit your kitchen table. Which company fears Apple?

Apple Watching

My decade-long study of humanity tells me that most of us have a list of fears. Some we overcome, some we manage, others eventually take us down. Steve Jobs:

Remembering that I am soon dead is the most important tool I have ever encountered to help me make the big choices in life. Almost everything ̵

1; all external expectations, all pride, all the fear of embarrassment or failure – these things fall away in the face of death, leaving only what is really important.

Jobs may have feared death. Even people who believe in a resurrection or an afterlife seem to fear death, but does Apple as a corporate culture have fear?

It's not Samsung. It's not Google. It's not Microsoft. My story of using Apple products, following Apple on the Mac360 and BohemianBoomer, and seeing what Apple does and how it does, convinces me that whatever fear in the culture is more about the customer experience than it is about competition, specifically copycat competitors like Samsung .

No one wants to die. Even people who want to heaven will not die to get there. And yet death is the destination we all share. No one has ever escaped it, and that's the way it is, because death is probably the only best invention in life. It's the life-changing agent. It clears the old to make room for the new.

One could argue that Samsung, Google, Microsoft et al., Are the title of head of Apple's competition table. I argue that Apple does not care much about competition, does not fear the likes of Samsung and others, and tends to chart its own course far more than worry about a few competitors.

What we see among many of Apple's competitors is less about disruptive market power than it is about iterative innovation.

Steve Jobs:

  • I want to put one thing in the universe.
  • Innovation distinguishes between a leader and a successor.
  • Design is not just how it looks and feels. Design is how it works.
  • We hire people who want to make the best things in the world.
  • Sometimes life will hit you in the head with a brick. Don't lose faith.
  • Being the richest man in the cemetery doesn't matter to me. To lie down at night and say that we have done something wonderful, that is what matters to me.
  • Be a yardstick of quality. Some people are not used to an environment where skill is expected.
  • Sometimes you make mistakes when you innovate. It's best to admit them quickly and keep improving your other innovations.
  • You can't just ask customers what they want and then try to give it to them. When you get it built, they want something new.
  • It is very difficult to design products by focus groups. Many times people don't know what they want until you show it to them.

Do you see?

What I see in the culture that Jobs built at Apple is a desire to provide a great customer experience and you see it everywhere Apple. From the box and packages of iPhone to Apple Stores. The user experience seems important to Apple's overall culture, and it does not allow for fear of Samsung, Microsoft, Google or any other competitor.

For all the changes we're seeing in technology these days, Apple is on track to keep innovation going Apple's way. Disruptive Innovation that redefines specific markets, and iterative innovation that continues to improve Apple's products until the next disruptive innovation begins. Allow me to use Touch ID and Face ID as examples. Fingerprint scanners have been around for many years, but Apple made them work properly. Simple and practical, yet very secure. It took the rest of the smartphone industry a few years to get caught up. It is disruptive.

Face ID is face recognition. It's not new. But Apple's Face ID disrupted the industry again. Even easier and more practical security. That's how Apple disrupts and innovates.

What I fear with Apple's fear of Samsung and others is Apple's inability to control the entire widget. The company relies on other critical component manufacturers; memory, displays and more, and it tends to keep the competition – especially Samsung – close on Apple's heels. It may not be a bad thing.


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