By Mark Ritson

Unparalleled genius

You don’t need me to tell you that Tim Cook’s battle with the US Government is masterful marketing. Apple is maturing fast and with no new knockout products on the horizon and a sharp decline in revenues forecast this year, Apple’s CEO needs something to maintain Apple’s predominance in the market. Why not a crusade?

His claim that Apple is determined to be “a staunch advocate for our customers’ privacy and personal safety,” should not be seen as a repositioning of the tech giant either. This new David vs Goliath confrontation is merely the latest skirmish in an ancient Read full story ›

Source: Marketing Week