Apple strategy of not caring too much

If there’s one thing that defines Apple’s rise over the past decade, it has been the lack of defensiveness on their relentless march forward. CEO Tim Cook spoke this morning at the Goldman Sachs Technology and Internet conference and his words were fascinating for what they say about their attitude:

Apple doesn’t care too much.

That isn’t to say that Apple doesn’t care. They just don’t care to a point where they’re distracted, defensive, airing dirty laundry, making excuses or any of the other hallmarks of a company on the way down. They don’t answer rumors, either.

The same thing can be said for Facebook, who clearly refused to take the bait when their stock dropped and the market screamed for answers. “Stay focused,” Zuckerberg said.

Nope, not apathy

Sorry about the picture but this clearly isn’t apathy. There’s a confidence born of knowing that you have something amazing and that the world wants it or will want it once they see what it is (think: iPhone). We can criticize Apple and their ways but who’s to argue with the position they’re in?