David Pogue

K-Marketista.

I think Tim Cook's – the CEO Tim Cook's thing has always been I'm not a product guy.

I'll never be Steve Jobs dreaming up new inventions.

But what I can do is squeeze all the juice out of what we have.

So he, for example, built up Apple's ability to make his own chips.

He multiplied the number of iPhones available.

And Tim Cook has made Apple into a services company, Apple Pay, Apple Music, Apple TV and all that stuff.

He's also been very careful about his relationship with Donald Trump, hasn't he?

I don't know if it's closeness to Donald Trump or his manipulation of Donald Trump.

In other words, Trump was threatening these devastating tariffs that would have driven up the cost of an iPhone to $3,000.

So my take on it is Cook did an extremely pragmatic, practical, almost manipulative maneuver and handed Trump a trophy.

And I don't know if people can have their own opinions about whether it was worth it to violate his own personal principles to do that.

But it did work.

I mean, the tariffs never happened.

What does Apple got wrong?

Oh, man.

I mean, Apple's history is strewn with failure.

I mean, the first, the Apple I was not much of a seller.

They sold 150 of those.

The Apple II was a huge hit.