Reporting on Apple: Strategic vs tactical view

Because it can see what’s waiting in the wings, Apple is always grappling the strategic view and media is always analysing the tactical.

For example, we’re all thinking about the iPhone 7. They will be thinking about the roadmaps across 7, next year’s 10th year anniversary and what comes next.

The real skill in Apple analysis is in considering what you don’t know. Both in benefit of the doubt and with longer term cynicism.

John Gruber and co are good at it because have a remarkable internal sense of Apple’s judgement. By contrast, the rumour sites find themslves at the ultimate tactical level — with new facts but almost no ability to put them in useful context.

Then there are analysts like Jan Dawson, Ben Thompson, Benedict Evans who work back in from industry context and piece together what decisions should be made.

Maybe I’m getting (more) snobby about reporting in my old age, but things like Apple articles are a real litmus test for me — and I notice the spread more and more.