Don’t Underestimate Apple

It’s fairly obvious to everyone who stays up-to-date on Apple that there are people who make a living criticizing and underestimating Apple. And we know why they do it.

1. Make money. If you agitate the Apple audience, there is activity. Some of this can be translated into money via Web hits and so on.

2. Manipulate the stock. Just about anything any investment analyst says will be spread throughout the Internet in minutes. People with E-TRADE accounts are able to buy and sell in seconds. We no longer invest in growth, we buy and sell on a whim according to how we are influenced.

3. Hubris. Lots of people have bet on Microsoft and the “PC way”. They don’t like to look bad. They want to be a member of an accepted group, not look like a maverick, and yet not pay the price for being mainstream. When Apple stumbles, it validates them and makes them happy. Some of these people are writers.

Despite all these opportunities to underestimate Apple, the one constant is that Apple is a hard working, tough, resourceful company. The executives are financially shrewd, market savvy, and in tune with analysts. In general they don’t put much stock in the negative musings of the Web, and they don’t pay much attention to idle chatter. So why should you?

So when you hear a big fuss about OS security or the Intel transition or the eventual decline of the iPod, just remember that there are people out there who have an axe to grind or a financial stake in the PC world or want a piece of Apple’s prosperity.

There are thousands of Apple employees working very hard every day and night to tackle every problem they face. They have great leadership. They have a different vision. They are driven to succeed. They have the means and resources to do what no other company can: bring grace, coherence and common sense to the complexities of modern digital life.

Taking seriously people who underestimate Apple for political and business gain just doesn’t make good sense for Apple’s customers.

In fact, just treat yourself like an Apple employee. Ignore the self-serving articles elsewhere on the Web. Make sure your Mac is set up to serve you well. Identify a problem in life that needs solved or a skill that needs learned, and do something positive with the technology at your finger tips.

It’s what your Mac was designed for, and it’ll lift your spirits.

John Martellaro