Bad Assumptions ⇥ stratechery.com

One of the more popular criticisms of Apple bloggers is that Apple is a big company now and they don’t need a public defence. It’s true that they don’t need defending from valid critics, nor the cheering of mindless support in whatever they do. But I don’t think Apple bloggers are the ones thinking that the company is still tiny. The vast majority of reports from alarmist analysts are predicated on the notion that Apple is a competitor or a misstep away from bankruptcy. Many analysts have still got it in their heads that it’s a tiny company that sells a handful of products to a devoted but small following. That’s simply not the case.