Category Archives: Business

All Advertising Problems Are Translation Problems

We talk (usually) the same language and use the same terms in the advertising agencies. Still we often cannot understand each other.

Every agency should try to minimize these unfortunate and time-consuming translation arguments by creating:

Agreed definition on the basic advertising terms

Concept, idea, creative route, insight, big idea, exploration, strategy, social, proposition, …

Here are some terms that quite often have as many interpretations as there are people in the room. I have seen the most trivial & obvious things stated as an insight that they have made me want to jump from the window. Every agency should have agreed written definitions of all the common terms used when doing the work. Every single member of the agency should be instructed to go it through and learn it by heart. When different people would have dispute about the work, these definitions would serve as the basis of the discussion. Maybe company should also have translators to solve the conflicts?

All of the new clients would be taken through these definitions in the beginning of the relationship. This would reduce the probability of misinterpretation and ensure that everyone is in the same page.

Translation problems naturally do not stop there. When you have written something down, it is easier to understand in wrong way. That is why the nitpicking on copy can take totally absurd levels.

Tagged , , , ,

Who Will Be The Master of Internet Universe?

Web is dead.

That is the title of one of the greatest articles ever written about digital revolution four years ago to Wired. The main points about that brilliant piece are still valid, although speed of mobile revolution surprised many of the players for a while. The main idea of the story is that web starts to resemble more and more traditional industry with handful of players. Web is oligopoly and certain verticals almost resemble monopolies.

If you simplify the consumer-facing web business (so I am excluding infrastructure and other boring things which is where the real money is), it is about three things: products, commerce & advertising. Products enable you to connect to the Internet: smartphones, computers, watches, television sets, fridges and whatnot. Commerce is about being able to buy things from Internet and advertising is what it is: bombarding you with messages to buy more stuff.

Product category as we know it will eventually be commoditized. If you want to remain premium, you have to innovate constantly. That is the only way to remain luxury brand in this realm. Cheap smartphones will eventually beat the premium ones. In the future you are able to connect to Internet in whatever device and you do not really have to pay that much of that privilege.
Where the growth will come? Wearables can be the future winner product category, although they have not really yet taken off. The changes are rapid though. iPad was launched only four years ago, created totally new category and is currently at risk of vanishing because of the phablets. So is the life.
 
Current champions: Apple, Samsung
Challengers: Xiaomi and other cheap manufacturers
Disrupters: Luxury brands (Would connectivity enhance Rolex? I say not, but I might be wrong as well)

Commerce will become even bigger and you are able to buy pretty much everything online. Will all the physical retail vanish? Not necessarily, but the point is not about that. It is about that you are able to buy everything online, and majority of people will do exactly that, because it is more convenient and affordable.
Commerce is the biggest opportunity and a space I follow most closely. Strong brands will definitely start to create their own online retail experiences, which would enable them to bypass the more traditional retail channels. In the next decade there will be lots of turmoil in this category and many big players will fall and new challengers will arise. Biggest challenges are not that much about technology (lots of payment innovations happening), but about logistics.
Second interesting point is that idea of commerce has changed with shared economy. Both Uber and AirBnB are selling physical service, which would not be possible without digital channel. How far collaborative economy can be stretched remains to be seen. It can potentially be really big disruptor to the way we do business in general.
Last point about commerce is the ecosystem approach. Apple makes money constantly through App Store by enabling others to make money. Facebook is building app ecosystem with the acquisition of Instagram, WhatsApp and Parse. Both Amazon and Alibaba are enabling developers to build things on their platform.
 
Current Champions: Amazon, AliBaba, Ebay
Challengers: Google, Facebook, WeChat, Line, Apple (Apple Pay) 
Disrupters: Brands, FMCG brands, Collaborative economy players (Uber, Airbnb…)

Advertising will be important, because people will keep on buying stuff. Stuff makes us happy. More stuff makes us even happier. How are you able to buy that stuff if you do not know that it exists?
Will advertising become smarter in the future? Yes and no. In last decade or so, we have had one revolutionary advertising idea. That is SEM. You show people ads when they actually want to see ads. Contextual advertising and retargeting have been nice inventions, but mainly advertising is still based on interruption (some of it being more relevant like app install ads). One of the most innovative companies in the world, Facebook, makes most of its money by interrupting its users in various ways.
The advertising business is relatively simple: it is all about reach. All of the most successful advertising platforms are based on firstly to reach and then secondly the quality of those who you are reaching. That is unlikely to change. However, the biggest task is to try to narrow the gap between the interruption (advertising) and purchase (commerce). The monetary exchange is the only tangible KPI we have and less you have to travel to do it, the better.

Current Champions: Google, Facebook
Challengers: WeChat, Line, Twitter (was tempted to leave it out completely, but I give it a shot still), “Traditional media companies”(although I do not really have high hopes for their complete digital transformation, but they will remain influential on this space as well)
Disrupters: Amazon (the closer you are to the actual transaction, the less you have to interrupt), Content owners (although none of them has done any major moves and have mainly milked the status quo)

The lines are naturally blurry. The quote from Eric Schmidt summarizes the whole situation:

Many people think our main competition is Bing or Yahoo. But, really, our biggest search competitor is Amazon. People don’t think of Amazon as search, but if you are looking for something to buy, you are more often than not looking for it on Amazon.”

That is also the reason why these big companies are testing weird things and buying obscure companies. Internet has made it easier to disrupt a category and also connect categories in new way. Facebook & Google test drones, so it can bring Internet the people who don´t have it yet. Thus increasing the reach. Amazon tests drones, because shipping is the biggest bottleneck of eCommerce. When your business can start to flourish rapidly, it can also vanish rapidly. There is no time to sleep, because sleep is the cousin of death.

What do you think, who will become the master of the Internet universe?

Tagged , , , , , , , , , , , , , , , , , , , , , , , ,

Embrace The Constraints but Break The Barriers

I work only to deadlines.

Generally it would never occur to me write a presentation today, which would be due next week. When writing (whether a document or presentation) I need to be in a state of panic, despair and insanity to produce anything.

I am not probably the only one.

Constraints are good, because they help you to focus what you need to do. You have week to do this, the budget would be 100k and we will use mobile. You immediately know what to do. Being without constraints does not actually help creativity, because when you are working on a clean slate you can mess it up with all sorts of irrelevant crap. Thinking outside of the box is not helpful; instead you should try to expand the box as much as possible. The box is always there.

Constraints bring effectiveness, because humans procrastinators by nature (which is not necessarily bad thing). Constraints define the playing field you are and what game you are playing. Which is essential. Playing soccer in basketball court is not innovative, it is just lunacy. You can still do innovative and crazy things within your constraints.

Constraints

  • Time (Faster is better)
  • Money (Usually there is never enough)
  • Brand belief (Good brand knows what it is and what it is not. It stays true to its belief and does change according to fads)
  • Target audience (Hardest projects are those where you are trying to speak to really broad mass audience. Quite often that is not really the case and you can actually narrow it down, but certain brands and products really have target audience of entire population)

What makes the job hard is not constraints, but the barriers.

They are quite often mistaken for constraints, but the difference is obvious. Instead of defining playing field, barriers are stopping you from doing great work inside that playing field. Sometimes they might come from your inner insecurity (“I don´t dare to do it”) or from general spinelessness of other people (“I am afraid to rock the boat”). Common trait of these barriers is that people who keep throwing them to your playing field genuinely believe that they are helping in defining the problem. In reality they are just making everyone´s life miserable and increasing the mediocrity in this world. And this is an unforgivable sin.

Barriers

  • Fear (“We cannot present this, it is too bold”)
  • Reluctance (“We tried this 4 years ago, it did not work”)
  • Egoism (“I know better because I won this award 10 years ago and have lived off it since then”)
  • Stupidity (“The copy text has word don´t, isn´t that negative?)
  • Weakness (“Let´s give them exactly what they ask and not what they need”)

So embrace your constraints because they help to get shit done. At the same time try to break the barriers as much as possible, because that helps you to do things that you can be proud of.

Tagged , , , , , ,

How to Know When It Is Time To Quit?

This night at 2AM I got rude awakening.

Some drunken moron was scratching our door and did not realize that he was on the wrong door. After trying to tell him that he is on the wrong apartment for about 100 times (and those who know me I do not have that subtle or quiet voice, quite the contrary), I eventually called the cops. Cops took him out and apologized.

After maybe an hour this nitwit came back. Apparently half an hour of trying to open door with no success with his key and excursion from authorities was not enough to unsettle his dedication. This guy was adamant that it is his house, although all the evidence pointed totally opposite. He was naturally drunk as skunk, but full of willpower nevertheless.

Luckily this ignoramus was finally placed in cell or passed out somewhere on the streets after my second call to the police. There was peace in the household and I finally got some sleep.

This got me thinking about persistence. When you should know when to quit?

We always appreciate people who struggle through obstacles: those who go against the grain, those who succeed against all odds, when there is a will there is way –type of business. Although everyone says to them that it will not work, they just believe in themselves and make it work by sheer decisiveness. Even I celebrated that boneheadedness on my yesterday´s post. Sometimes however you should give up and change your course.

What if you are going totally in wrong direction? It does not help to struggle, if every step takes you just further away from your real goal. It is a delicate balance, because I have always believed that it is better to fight until the bitter end than to give up too easily. However, if you try to win a fight by any means necessary you quite often jeopardize the whole war. It is hard to say when to call it quits, but here are three tricks you should utilize:

1. Believe in yourself, but do not trust yourself completely.

If you do not believe in yourself, no one else will. Many of the great men & women have been driven with egomaniacal belief of their own capabilities and vision. However when you only have hammer all the problems start to look like nails. When we are obsessed with our single-minded vision, we neglect the screws and bolts around and just try to hammer through.

The thinking of that drunken muttonhead was right in principle: “I have a key. It will open a door”. He was too obsessed with opening the door that he did not stop to think was it even right door at the first place.

2. Listen to the people you trust and who have knowledge.

Sometimes it is not beneficial at all to listen to other people. Some people just want to spread negativity. When something has not worked for the first time that is indication for those pessimists that it will not work ever. People like this are miserable company and you should try to avoid them by any means necessary. Unfortunately there are besserwissers like these in every organization. Just ignore them and keep your positivity.

However, it is good to get feedback from the people you trust and who are not as close to the project you are doing. They usually approach your problems from fresh angle, which provides unbiased point-of-view.

Although I did not know this cretin staggering outside our door, I had more informed stance of his situation. If he had listened to me, he would have avoided the embarrassing meeting with the police. I just wanted to sleep, I did not necessarily wanted him to end up in jail.

 3. Give deadlines to yourself.

The late Metallica bassist said to his parents, when he was 21 or so that he wanted to be professional musician. Instead of shooting this dream down, they gave him a deadline:

“OK, we’ll give you four years. We’ll pay for your rent and your food. But after that four years is over, if we don’t see some slow progress or moderate progress, if you’re just not going anyplace and its obvious you’re not going to make a living out of it, then you’re going to have to get a job and do something else. That’s as far as we’re going to support you. It should be known by then whether or not you’re going to make it”

He made it big. Same thing with your start-up or if you are fed up with your work. Give strict but realistic deadlines when things have to change or have moved. If things have not changed by that time, it is unlikely that they will ever change. People are good to make promises, but generally quite bad at keeping them.

If this drunk had given himself strict deadline of maybe 5 minutes, which is totally sufficient time to open a door, he would not had to have encounter with police and probably would not make one planner grumpy at his next day at work.

Admitting defeat is always hard, but sometimes it is the only way to grow.

Tagged , , , ,

I Love Advertising, Because I Love Lying

I think that Jerry Seinfeld´s acceptance speech in Clios this year, was the most appropriate representation of what we actually do. Jerry might just be taking piss on every ad people on the audience and it might be filled with evil sarcasm and irony. I did not take it that way, I think it spoke with clarity and honesty why our industry is so great.

Five important points from Seinfeld´s Clio speech:

1. “I love advertising because I love lying. In advertising, everything is the way you wish it was”

Advertising is not really lying, but more of massaging the truth. Advertising is like your wedding photo, job interview or date. You are not making blatant lies, but you are emphasizing your good parts and trying to hide the bad parts. People are not stupid and this is the way the game is played. Just like in life, it is not the most handsome guy getting the prettiest girl. Who gets the prize will be the

2. “I don’t care that it won’t actually be like when I actually get the product being advertised because, in between seeing the commercial and owning the thing, I’m happy, and that’s all I want.”

I know that the weightlifting shoes I ordered will not make me the most awesome weightlifter in the world (or not even in my gym). There are no shortcuts for hard work and when doing sports your whole life you know it. Having those increases my mood and eventually will make me better lifter. The motivation to buy things is much more nuanced than just showing off or filling some kind emotional void and misery.

3. “We know the product is going to stink. We know that. Because we live in the world, and we know that everything stinks. We all believe, hey, maybe this one won’t stink. We are a hopeful species. Stupid but hopeful”

This is what makes us human beings so great. Our hopefulness exceeds our stupidity, and latter we have plenty of. Majority of start-ups will end in bankruptcy. Majority of marriages will end in divorce. Majority of the diets will end in you getting fat or even fatter again. But the flipside is that there are people who are living happily ever after, becoming multi-millionaires and staying in shape. Our ability for rational thinking combined with total negligence of that same rational thinking makes us the most dominant species in this planet.

4. “I also think that just focusing on making money and buying stupid things is a good way of life.”

I think so too.

5. “I believe materialism gets a bad rap. It’s not about the amount of money. Nothing’s better than a Bic pen, a VW Beetle, or a pair of regular Levi’s. If your things don’t make you happy, you’re not getting the right things.”

My grandmother mentioned in my wedding that after a day of shopping I had happily shouted: “This is the life everyone should live!” On that same occasion my father reminded that when he first took my little brother & me to McDonald´s and I got my first ever Bic Mac. I commented that important event with the declaration: “This is the happiest day of my life”. No wonder I ended up in advertising.
Consumption makes us feel good and yes it gets bad rap for no reason. I still get happy when after meticulous saving, I was able to secure myself a pair of Technics turntables. Those have served me well for over 15 years and I still feel utterly happy about that purchase. How many other events you still savor after 15 years? I still remember getting my first jeans (Levis 501s). They were not just jeans, they were passage to adulthood.

With advertising we try to channel the inner need of consumerism to the brands and products we represent. We do not create any new needs for consumers. We do not try to make you feel miserable of not owning stuff, but rather make you happy when you make the right purchase. Consuming products and experiences can have tremendous uplifting affect to your mood.

That is a great and we should be proud of what we do.
At least I am.

Tagged , , , , , , , ,

Pay Attention to Detail: No Brown M&Ms

If I would be a famous rock artist, I definitely would demand local AA meeting schedules, a sub-machine gun, a 12-foot boa constrictor and a jar of Grey Poupon mustard. And I am not making these ones up; this is straight from Mötley Crüe´s rider.

One of the most famous demands has been the removal of brown M&Ms for Van Halen, which according to urban legend resulted in trashing the hotel room when there were some brown candies in bowl. While at glance it is on the same level of ridiculousness as a rainbow on wheels, it actually served a practical purpose.

van halen rider

During the time this request was made, Van Halen was the biggest, loudest and flashiest of the metal bands. This resulted that their show was also demanding from technical perspective not only with their riders with KY tube jelly. Some of the venues were old and not necessarily that up-to-date with technical or safety requirements. Brown M&Ms served as an indicator of how seriously the concert organizers paid attention to detail. If there were brown candies, that meant they should probably check the technical setup on stage as well. David Lee Roth explains the thinking below:

Attention to detail is an important skill; because it is the most visible manifestation of that you give a shit. If you have job application full of typos and presentation with wrong date, it gives a message that essentially you do not care.

All relationships are based on passion & reliability, and you have to be able to convey both of these traits. One of them can be the driving force, but you cannot neglect either of them if you want to make it last.

You also have to know when to switch details-mode off. There is a time when everything needs to be 100% and there are moments when you can be more relaxed. I have seen so many perfectionists already burn themselves out on trivial tasks and then failing in game-changing moments. It is probably the most important skill to learn in work: when to put it all in and when to just wing it. Some idealists can say that you should always give all in, but that just leads to exhaustion, depression and broken dreams.

It is like sports. You do not need to run as fast as you can as long you run faster than others.

Tagged , , , , , ,

Lidl is The Most Authentic Brand

Unfortunately quite often advertising is totally removed from reality:

You cannot say anything negative.
No, we cannot mention competitors.
And we definitely cannot challenge them.
We cannot say that we are cheap. We should be affordable.
Let´s just do what we have done before and hope that enough media budget will save us.

Firstly of the seven basic human emotions only one is totally positive (happiness). Surprise can be either or and the rest of the five are negative (fear, sadness, disgust, anger, contempt). If sticking to happy smiling people we are only working with slightly over 20% of human emotions. Rest of 80% can trigger buying behavior as well, but majority of the brands are just

Secondly, brands should stand up for something and be proud of it. All the great brands in the world have distinct character and strong belief in something. That something benefits their customers and makes them loyal to that particular brand.

“You have enemies. Good. That means you´ve stood up for something sometime in your life”
-Winston Churchill

If competitor is attacking your brand, you should strike back hard. Or better yet, strike first so that your competitors do not know what has happened. For majority of the brands, the competitive strategy is dead simple: your either premium or your cheap. Being in the middle is just waiting the death of your brand.

For the above-mentioned reasons I have started to love Lidl.

They stand for something, which is being cheap. Not being affordable or other jargon, which does not mean anything. They are cheap, cheaper and cheapest. That is simple to understand. Last week they were attacked with the new scheme from Morrison. That got quite a lot of press and buzz. This quote from their chief executive Dalton Phillips however puts things in perspective:

“We are not and will not become a discounter. Match & More is about neutralising on price so that the rest of our offer will really shine through. There are so many areas where discounters will never be able to compete with Morrison.”

So basically you do not even yourself know what you are?

I think the following rebuttal has way more clarity, wit and balls:

Lidl is The Most Authentic Brand

Lidl-Morrison 1-0.

Tagged , , , ,

Anatomy of An Insight: Meat Pack Hijack

I had totally slept on this, but luckily was shown it today in a meeting.
Entertaining and effective loyalty idea from this Guatemalan shoe store Meat Pack:

Insight: Most brands and companies are struggling with the top-of-mind. Consumers are promiscuous among brands. There are not many monogamous relationships with brands. If you are able to make your customer think about your brand, when they are shopping around, you are already having the upper hand. If you are able to make them come out running from that same competitor store, you are most likely winning.

Other lesson: If you are challenger brand, you should act like challenger brand. Although you might offend certain big players, your fans will just love you more.

Tagged , , , , ,

Yo.

Simplicity is beautiful. With messaging apps and especially through stickers our communication has become more effective and simpler. Is there a limit to how simple you can get?

Apparently not.

This week app called “Yo” launched from beta. It is the simplest form of communication I have yet seen. It works in iOs and Android. You select username. Then you add friends. Then you can send your friend “Yo” as a push notification and audio. So essentially you can only communicate through one phrase:

Yo

You got to be kidding?

No I am not. The company behind “Yo” has raised $1 million in venture capital. Currently there is over 50k users sending around 4 million Yos. They are also currently hiring.

For life-long hiphop-enthusiast I can see the merit of the app. Maybe in the future iterations you can have personalized “Yo” or an “Yo” from a famous rapper. Yo is simple, positive and universal.

Unlike many start-ups, the app creators have also thought about potential use cases for companies:

  1. A blog can Yo the readers whenever a new post is published. Imagine getting a Yo From PRODUCTHUNT.
  2. An online store can Yo its customers whenever a new product is offered. Imagine getting a Yo From JENNASHOPIFY.
  3. A football club can Yo the fans whenever the team scores a touchdown. Imagine getting a Yo From THE49ERS.
  4. An ice-cream truck can Yo the kids when it’s around the corner.… Imagine getting a Yo From THEICECREAMTRUCK.

The feedback for the app is hilarious as well. The current users have definitely taken supportive although somewhat ironic stance to it. Here are some of the highlights of App Store comments:

Yo is all I need
When the wife texts me to go get some stuff from the store, all I do is shoot her back a “Yo”. When the kids text for money or a ride, I get on the app and hit them a “Yo”. Yo is a way of life. Live simply, live beautifully. Yo”

This app changed my life
I am a professional scientist who has been scouring the earth for 7 years in search of a program or application so revolutionary, so outside of the box, so groundbreaking, that it could actually reverse the effects of clinical depression and bipolar disorder. “Yo” seems to be a fit. I have tested the effects of yo on several samples of depressed and bipolar tigers. Tigers were a natural choice for testing due to the little known fact that their anatomy is nearly identical to that of a humans. In a sample of depressed tigers, 8 out of 10 became happier due to the app yo and in an all male sample, 9 out of 10 experienced increased libido. I have taken my findings to Pfizer in hopes of negotiating some sort of three way contract between the creators of yo, Pfizer, and myself, Chisley Winsett M.D. So my message is this, creators of yo, this app that you have so sweetly crafted is not just an app, nay, but a highly scientific piece of medical innovation. We could do great things together. Please respond. Regards, Chisley Winsett M.D.”
 
“A life changing app
Yo is the best way to communicate. We no longer need intellectual discussion. We no longer need language. This is the next stage of human evolution!”

This feels more like postmodern commentary of the current app infrastructure or as an art project gone viral. On the other hand, it is hard to predict what eventually becomes hit. I would regard Yo only as a novelty app, but I do not use stickers either. It just might be that Yo will revolutionize messaging. Or it will be remembered as the tipping point when app bubble really started to burst.

Tagged , , , , , ,

Nuttin But A Beats Thang: Apple to The Next Episode

dredaystickers
It has been a real Dre Day, although it is not February 18th.
After long rumor mill, it is finally official. Apple acquired Beats headphones.  The deal has cause quite a lot of buzz around the globe, but I think the deal makes sense from many perspectives:

1. Beats is a good buy.
Buying Beats is not a speculation. Apple is buying a company, who is dominating premium headphones market with over 51% market share (some estimates have it even higher). As Beats is private company there is no public revenue numbers, but there are estimates of 1B of revenue with probably quite high profit margin. Buying 1 billion business for 3 billion is not a long-shot (like WhatsApp acquisition, which had significantly higher price tag) it is pure mathematics. You are buying market leader with an already established business and fast growth.

2. Beats gives Apple a headstart with music streaming service.
Yes, Apple could build their own streaming service, no one doubts that. Having Beats streaming service gives them great launchpad to go into a territory they have neglected. And I would not also worry about negotiating about the rights again. Apple has been quite effective in doing that in the past. Apple CEO Tim Cook stressed the importance of music in the recent interview:

This is all about music, and we’ve always viewed that music was key to society and culture. Music’s always been at the heart of Apple. It’s deep in our DNA. We’ve sold Macs to musicians since the beginning of Macs. And we accelerated the music industry with the digital music revolution with the iPod and the iTunes music store.

When we talk about Apple today, the music has not been on the focus compared to the heyday of iPod & iTunes. This deal makes Apple´s music offering again interesting. The future of music is streaming (although as an avid record collector, the future and past will forever be on vinyl) and that is something where the almighty Steve Jobs was wrong. This acquisition enables Apple to get on the parity with competitors and on the other hand provides Beats Music immediate increase in interest. It is probably no coincidence that Tim Cook mentioned Beats Music as the streaming service which has “gotten it right”.

3. Beats will be an important part of the Apple´s wearable tech puzzle.
You seldom buy companies because of their current state, but because of the current potential. That is where I think this gets really interesting and I am quite sure that Apple will be having some tricks on the sleeves and not just concentrating on music with this acquisition.
iWatch has been rumored for a while. It will probably arrive when you least expect it. It is certain that Apple will enter to the wearables and they will probably do it right as well. Although the wearables have not yet really taken off, believe me eventually they will. We overestimate technological disruption on a short-term and underestimate it on a long-term. Apple has also been massively successful in fulfilling needs of the people, they do not even realize they have.
Beats headphones have been one of the best examples of wearable tech, because they have really nailed the lifestyle aspect. Sound quality is one thing, but you really want to be seen with your Beats headphones. This is something the first wearables have not really grasped. When wearable tech looks ugly only the geekiest early adopters will wear them. And no offence to geeks but they do not start trends. Wearable technology is even more fashion than technology.
Apple has definitely understood this as they have also been recruiting fashion specialists from YSL and Burberry. I don´t believe that is an isolated strategy from the Beats acquisition.

4. Buying beats is getting the right talent
You are hiring Dr. Dre, one of the most legendary music producers ever and Jimmy Iovine, who knows the ins and outs of the music business. Iovine has been also key partner with Apple during the launch iTunes Store. Both are visionaries and can definitely help Apple to shape the future of music and wearable offering. Will they fit in Apple corporate culture? Who knows, but at least you could not hire more capable talent to help you in your future endeavors.

Also I do not really get the talk about how uncharacteristic this acquisition is for Apple.
Yes, they are usually buying smaller and more obscure companies (at least for mainstream audience). Nevertheless they are buying companies.
If you have loaded cash reserves, I don´t understand why you should withdraw from buying other companies. If it makes sense and in this case it does.
Necessary part of evolution of a company is to know when to do something surprising. This was surprising move (initially, not necessarily today because it pretty much just confirmed the rumors), which showcases that Apple does not sway away from being bold.

So put on “The Chronic” on your turntable or your favorite streaming service and:

Tagged , , , , , , , ,