One day the Vision Pro could exploit the technology to the full
Tim Cook has always led a charmed life at the helm of Apple, think again. The years straight after the death of Steve Jobs in 2011 were a trial by fire. First there was antitrust: America’s Department of Justice sued Apple for conspiring to fix e-book prices. Then there was competition: Samsung, a South Korean rival, went to war with the iPhone with bigger, sleeker models. Then came broader concerns. Apple’s new voice assistant, Siri, made rookie errors.
Go back to the threat from Samsung in Mr Cook’s early days. Back then investors pestered Apple to come up with a bigger phone, just as now they want it to match Samsung’s models with gen-bells and whistles. But Apple doesn’t rush things. It wasn’t until the launch of the iPhone 6 in 2014 that it produced a large-screen phone. When it came, it was a smash hit. Its modus operandi remains the same. It is rarely first with a product.
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