Apple has always found inspiration from others (Latin for stealing ideas). The sector that has inspired Apple’s modern-day strategy is the luxury industry. Apple decided to pursue scarcity to achieve outsized, irrational profits that are nearly impossible for new-money, gauche tech hardware brands to imitate. The Cupertino firm controls 19.2 percent of the smartphone market, but captures 87 percent of global smartphone profits (2016).11,12 Sumra, Husain. “Apple Captured 79% of Global Smartphone Profits in 2016.” MacRumors.
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