We already know how Apple will prosper in uncertainty


With inflation raging, supply chains broken, and a tech workforce unsettled by the COVID-19 pandemic aftermath, what’s a smart company to do? We already know what Apple will do – it will follow the maxim of founder Steve Jobs, put its figurative head down and “innovate” its way through uncertain times.

When the going gets tough…

Speaking to CNN many years ago, Jobs explained his approach:

“We’ve had one of these before, when the dot-com bubble burst. What I told our company was that we were just going to invest our way through the downturn, that we weren’t going to lay off people, that we’d taken a tremendous amount of effort to get them into Apple in the first place — the last thing we were going to do is lay them off. And we were going to keep funding. In fact we were going to up our R&D budget so that we would be ahead of our competitors when the downturn was over. And that’s exactly what we did. And it worked. And that’s exactly what we’ll do this time.”

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