Apple

Apple is the company that makes the phone most of us are reading this on. It has been the biggest brand in tech for so long that it is easy to forget how it got here.

My view: Apple wins by doing less, better. It does not launch a hundred products a year. It makes a few things, polishes them, and charges more than everyone else, and somehow the world keeps buying. People complain about the prices, the slow updates, and the “one more thing” drama every year, and then they buy the new one anyway. That is a very good business to be in. The company is also the subject of endless takes, from “Apple is falling off” to “Apple is unstoppable.” Usually both are wrong and the truth is somewhere boring in the middle: a very profitable company that makes good stuff and occasionally stumbles. I will keep watching the launches, because the commentary is half the fun.