Apple just might be one of the best technology companies at reinventing itself. It happens. It does not happen often. Google has tried and failed for years. It remains a search engine advertising company.
IBM used to be about hardware and services. Now it’s all about services and somebody else’s hardware. Microsoft once was all about Windows and Office, but is in the process, thanks to getting rid of a CEO who only understood how to grunt Windows, of reinventing itself, too.
Apple may be more into recycling than reinvention, though. Apple is what it has always been. A hardware company. Some may say the company is reinventing itself into Services. Rubbish. Poppycock. Services help, mostly because Apple has a billion customers, but where would Services be without hardware.
What about Wearables? It’s more revenue now than iPad and closing fast on the Mac’s position as #3 in the revenue chain. Sorry, Wearables is nothing but hardware accessories, so you still need an iPhone and that’s hardware, too.
Apple’s official logo has changed through the years; from the ghastly original to the six color rainbow logo to the simple silver of the second Steve Jobs era starting in 1997. Since then, we’ve seen the logo change design colors for special events, and the one which announced the new iPhone 11 models is another note in the song of how Apple recycles itself.
When Steve Jobs came back to Apple in the last century, the company had dozens of models and accessory products and the Mac was languishing. Jobs killed what wasn’t working and focused on getting the Mac back in shape while he reinvented the company.
Since then Apple’s success means new CEO Tim Cook is less about reinventing itself than it is recycling itself. Apple is very much a green company these days; it gets power from the sun, it cleans up the supply chain, it pays workers well (even those that work indirectly, as in factories in China) and treats them well, and continues to wow onlookers at each new Apple event with an ever-increasing array of Apple staff members who trot out on stage to plug their piece of the pie.
Speaking of pie, I have little doubt that marketing honcho Phil Schiller likes pie; perhaps a few pieces after every meal every day.
Apple has been reinvented a few times since it launched in 1976 but under Tim Cook’s reign, the company is in recycling mode for products and people.