Apple is content to keep the bat on its shoulder and watch the pitches on the edge of the strike zone go by. Many of those pitches happen to be the newest, noisiest technologies.

Apple has had the bat on its shoulder since Jobs died. He presided over the birth of the phone, the iPad, the App Store, the music & video business, and most of the rest of what powers the company. Since then they have introduced the Watch (meh), the Ear Pods (good), and … produced a substandard Siri/AI product, iterative updates rather than breakthrough products, and milked the ecosystem and creators for a healthy chunk of profit.

I’m surely not criticizing Cook for having produced one of the most valuable companies on the planet, that would be stupid, just that he’s been standing with the bat on his shoulder for 15 years. At some point you *do* have to swing.

I guess I could make the same criticism of Berkshire’s cash pile, so maybe I should just shut up.