It has pioneered a new modern sensibility: taste is what's most valuable identity is king. It sues for brand rather than engineering. Its major moves have not been about protecting precise technical innovations, but about claiming the much softer zone of look and feel. Apple is one of the most aggressive intellectual property litigators of all time. So let us briefly consider the chance for a Korean company defending itself against (or, perish the thought, challenging) the greatest American company of the age in the eyes of an American jury.Īnd then, there's the self-righteousness. Its unassailability, its right to be preternaturally aggressive, is built into its share price.
This is about as close to commercial omnipotence as it gets. Apple is AT&T in its pre-break-up from it's GM, in its what's-good-for-General-Motors-is-good-for-the-country stage it's United Fruit when it made US foreign policy it's Microsoft when desktop computing was transforming the world. Its good design sense has become a major point of American pride, if not nationalism. It has entered a rarefied brand status in which it is now almost synonymous with American virtue: American as Apple. And it is not just the biggest American company, but the most American company. The third is what everybody knows: patent rules and philosophy are all screwed up.Īs for the first point, Apple is not just a big company, but the biggest.
The second might reasonably be that Apple doesn't change much: its business model remains aggressive self-righteousness. The first justifiable conclusion might be that big companies get their way.
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