More importantly, he described the strategic posture: “We think that Apple is, in this type of environment, really going to try and maximize gross profit dollars, not gross margins. And that is through pricing, that is through supply chain actions,” he said.
What we learn from this is that while others may retreat in the face of business challenges right now, Apple is using its advantages to widen both its market and the gap with its competitors. Rivals face existential challenges, even while Apple must just remain focused on continuing to deliver the best available user experiences.
Apple is not merely enduring the challenges it faces, it is exploiting the opportunity it sees in them. That refusal to give in to existential challenges is precisely what well-managed entities do. In business, life, or even politics, you’ll win more often if you can figure out what winning looks like. For Apple, it looks like rapid increases in profitable market share.
