Chilling deja vu as Apple starts to echo Nokia circa 2007

For those who followed Nokia closely in the past decade, some of Tim Cook’s comments are starting to trigger a weird sense of dislocation. “Our competitors have made some significant tradeoffs in many of these areas to ship a larger display. We would not ship a larger display iPhone while these tradeoffs exist.” Is this Apple’s CEO in 2013 or Nokia’s CEO in 2007? The strongest parallel is in the weird way both companies started fighting the consumer preference for larger displays at the peak of their profitability… and then dug in as margins began eroding rapidly. Apple’s gross margins peaked in early 2012, just when Samsung’s Galaxy Note concept of a smartphone equipped with a jumbo-sized display was taking



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