“If you look backward in this business, you’ll be crushed,” said Apple co-founder and CEO Steve Jobs in 2008, a year after he changed the world forever with the release of the first iPhone. “You have to look forward.”
Apple may be “allergic to nostalgia”, said Steven Levy in Wired, but the company is “begrudgingly engaging in a series of concerts and commemorations” to mark its 50th anniversary today, “and we’re being blitzed by books, articles and oral histories” about the tech giant’s origins.
Tariffs take a bite Launched by Jobs from his California garage along with Steve Wozniak in 1976, the company went on to pioneer the personal computer, transform the music market and revolutionise how people use phones and technology in the internet age. Apple is now valued at more than $3.6 trillion (£2.7 trillion), and 27% of the global population – roughly 2.2 billion people – use one or more of its products.
“No country has been more central to Apple’s rise – or more fraught for its future – than China,” said France 24. After taking over as CEO following Jobs’ death from pancreatic cancer in 2011, Tim Cook made China the primary manufacturing base for Apple devices. It is also one of Apple’s largest consumer markets, but the company “faces mounting pressure” on two fronts: trade tensions and tariffs have “accelerated efforts to diversify manufacturing” to elsewhere in Asia, while “competition from domestic rivals such as Huawei has eaten into Apple’s Chinese market share”.
‘Future belongs to AI’ “The world in which Apple once thrived no longer exists,” said former Financial Times editor Lionel Barber in The New Statesman. A “25-year-long process of hyper-globalisation in which money, technologies and ideas have flowed freely” is “now fading amid economic nationalism driven, in part, by a technological arms race between the US and China, and a global tariff offensive led by Donald Trump”.
Apple is also facing a threat to its dominance closer to home, in the form of a series of anti-trust cases against the company. And while it may have “absolutely owned” the internet and mobile era, said Wired, “the future belongs to AI” – a category in which Apple seems to have been lacking. Apple’s “obsession with user privacy” has made it hard to perfect an AI system, said France 24, yet this obsession could help position the company as the driver behind personalised AI. Making that profitable is “a goal that has proved elusive for much of the AI industry”.
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