Why Appleism Must Die

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Why Appleism Must Die

T

wo weeks ago, I watched with the rest of the world as media-averse Apple CEO Tim Cook was forced to jump to his company’s defence on TV. Apple had not only reported its first year-on-year drop in sales since 2013, and a deeper drop in China, Taiwan, and Hong Kong, but also had longtime Apple backer Carl Icahn dump his 45.8 million Apple shares citing concerns over China’s controlling “attitude”. The result was an 11 per cent drop in Apple’s stock and its first eight-day losing streak since 1998. Cook’s practiced and predictable defence wasn’t going to change those facts.

Still, the mental image of Apple’s spin doctors sitting in a conference room watching their carefully built narrative of unbridled growth and boundless happiness fall apart, warmed the cockles of my black, shrivelled heart.

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