I am in awe of Apple’s accomplishments the same way I have watched Serena Williams or Usain Bolt dominate their respective sports over the years. This doesn’t always make for cliffhanging action, and part of the fun is precisely in watching how they steamroll the competition, but it’s been a marvel nonetheless.
There’s just something deeply inspiring about seeing what companies, teams, and people can accomplish at the peak of their ability. Especially when this is happening over a sustained period. And mark my words - Apple is still only just getting started.
This is precisely what we’re watching right now - a reign of excellence from Apple. This doesn’t make the company, its products, or its people infallible. And various moments throughout this reign might have had more sparkles of innovation and disruption than what we’re seeing now, but there’s no denying what a juggernaut of impact Apple still is.
I get that it’s uncool to root for Apple these days. Apple isn’t an underdog any more. They don’t need me or anyone else to cheer their lead. In fact, the opposite is true. Now that they’re the 600 billion gorilla, they need scrutiny and competition, not blind admiration. I acknowledge that, and I will still continue to root for Apple regardless, because I recognise Apple’s reign of excellence, and I want to applaud this when it’s happening.
Because if not now, then when?