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In 2011, struggling department store chain J.C. Penney hired the guy who was behind the Apple stores. He applied the same principles that had made Apple’s geek chic boutiques some of the most profitable retail spaces on Earth.
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Kate Moss and Queen Elizabeth are two of the great iconic figures of our time. Both are instantly recognizable, insanely popular, fabulously wealthy, and almost completely silent. Sure, the queen makes some staged speeches in public reading off little index cards. Kate says some baffling things on Rimmel ads. We all know they’re just mouthing their lines. But every time they appear, people far more clever and articulate than they are read all kinds of things into what they wear, where they go, and what they have for breakfast.
Apple is the corporate equivalent of the queen. It rides past in its golden carriage, it gives you a little smile and wave, reads some words off a teleprompter, and then disappears. It’s a cipher. A blank sheet of paper. So when you read about Apple, you’re actually reading somebody’s guess about what Apple thinks. What can you learn from this? Stop reading about the queen, Kate Moss, and Apple. Apart from the next few hundred words, obviously. This is the last article you may ever have to read about Apple.