Get ready for Tim Cook's riskiest move at Apple

If Tim Cook can position the headset as a lifestyle choice, he could have a hit. (Image: AP)

Sun, 21 May 2023

By Dave LeePeople like to point out that Apple co-founder Steve Jobs, remarkable as he was, didn’t actually invent the smartphone. Nor did he invent the home computer, the MP3 player or the tablet. What he did, of course, was create a breakthrough version of all of those technologies that people actually wanted to use – sending Apple on its way to becoming the US$2.7 trillion (NZ$4.3t) juggernaut it is today.One criticism of his successor as chief executive officer, meanwhile, is that he is yet to come up with a bold new idea o...

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