Apple has done one thing really well: they’ve made themselves a “cool” brand, that’s why 87% of teens in the US today have an iPhone.
But just like the popular kids in 7th grade, you have to be a bit manipulative in order to become “cool”.
Does Apple really have the consumer’s best interest at heart?
They’ve built a brand on being “the good guy” in a sea of bad actors within the tech world.
But what have they really accomplished?