This is a good article even if the writing gets excessively syrupy and sycophantic at times. The author identifies three major themes of "toxic innovation advice" and talks about how Apple has avoided them. Now I won't even touch an Apple device any more, but the three themes are nonetheless resonant. The first involves acquisitions: why doesn't Apple buy Dropbox, Uber, etc.? But buying the already successful isn't a good investment strategy. The second is advice to innovate incrementally, eg., to build better Windows-based systems, rather than abandoning windows entirely. But doing what was already successful isn't a good development strategy. Finally, there's the advice that Apple should target existing commodity markets. But building technology that was already successful isn't a good device strategy. You get the idea. The point here is that Apple isn't alone in getting this sort of advice. I get it all the time (and it often drives policy). The key to success is being able to resist it.
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