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Branding strategist Stephen Beck argues that the company’s recent gadgets won’t keep the company on the forefront of the tech sector.
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Nevertheless the shadows losing steam over the past three -- -- time for number you this year apple Crested above 700 bucks a -- Now it is at 540 fall.
Join the company is the branding strategist Stephen back with the management consulting from -- -- -- Steve welcome back the program.
What do you think do you think that apple has lost its leadership of the technology sector because it has been the leader for ten years lost it.
Yeah I think it has and I think it's because the focus has shifted from defining what's next to incremental innovation on what they've built.
And the minute that happens.
They've ceded ground on innovation and they've seen -- ground on on developing what's gonna happen now.
In the long OK so you went from an iPod.
Revolution yet -- iPhone clear revolution usually on iPad revolution all over again and now you've got the mini -- -- -- many.
That's a horizontal right now you -- it lost leadership -- you got smaller thinner faster of what we've board created.
And no -- and very quickly so every six months to a year we got little bit smaller little bit thinner little bit faster and no discussion of this is the big dream of what's that he's -- because Steve Jobs is gone and that -- -- that his left behind is in turmoil I think I think there is a definite void of leadership if you think about the way that jobs talked about publicly talked about innovation and apple.
He talked about a few things he talked about building dreams and -- if he talked about building experience is not technologies and he talked about the power of saying no.
He talked about the power of leadership saying.
We have a lot of ideas that we can build again but the challenges would against those thousands saying no to all of the ones that -- an important.
Estimates there really is now out that you don't recommend stocks and you don't you don't and that I don't know -- ask that question but a lot of our viewers a listing capita what you said -- if they've lost that leadership.
And in time of -- some turmoil that.
And that means that is going to be tough for them to get back into that stall position what just keeps on going up it -- -- -- asking you that question I'm making a statement due on behalf of the viewers the one last thing.
The holidays it was just a few weeks away Apple's got these products on the market but are they gonna have a really good holiday period or not so -- I expect that -- all -- a really good holiday period ending and that expectation is based on research that we've been doing over the course of the last tell me about it and so what we've been doing is talking.
To.
Individuals in the US population that are intending to buy Smartphones and tablets or of course the holiday -- and when you look at those people the people who say I'm in the market to buy him.
You know during the holidays in the tablet space 46% of them are planning on buying apple now.
If you look at that through the lens of their current chair position there around 50%.
But the next nearest competitor the next nearest competitor.
It's in the -- yes but they're not expanding models -- in tablet that is that they want a get back just a jobless an area okay Smartphone off -- -- same story.
If you they are in a dead heat as the market leaders continue to be there and a dead heat relative to apple and android.
-- as would be expected.
But what we're not seeing is further erosion so the brand.
In terms of the current offerings they have and mark place perfectly fine we would expect that not nice big holiday as they've had in the past very profitable than make a lot of money absolute lowest amount billions and billions of dollars to roll right in -- it's not gross net.
It's not growing exactly do you have any idea what is next for a couple I mean not just new products and any idea -- -- I can I couldn't speak to that but I know what they need to stop doing.
And what they need to stop doing is making their problems there's customers' problems here's what I mean by.
We have a maps problem.
We're going -- introduce an inferior product and hurt the customer's experience because we have an issue.
If we have -- -- is that that big a deal -- We didn't he can about my loan distort your you know our library of like oh my name.
-- just so you know one point 7% of the population is planning on getting Smartphones this holiday season are planning on those guys.
In this city gonna matter a time when I was very good stuff we appreciate it come -- is again after the holidays -- perfect time good question target gold.
