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Apple’s tried and tested approach to crisis: Innovate


Apple’s survival plan to get through the COVID-19 crisis is both insanely complex and incredibly simple:

Keep your eyes on the road

Speaking to company employees in a meeting that was almost immediately leaked, CEO Tim Cook stressed the simplicity of the company’s plan to keep its eyes on the road and its hands upon the wheel.

He warned that the company isn’t immune to the economic calamity of the pandemic, but stressed its advantages as this new journey begins, most particularly its “robust balance sheet”.

Then he shared the plan:

To keep investing in R&D and the development of future products and services.

This isn’t a new plan.

Copyright © 2020 IDG Communications, Inc.


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