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Ben Lovejoy on Apple Expectations

Is on point, on several topics, actually. On Apple's market-tanking news:

Now, if Cook is smart – and he is – then he will have overplayed the shock a little now in order to create some good news at the end of the month.

A few of us were talking about this in the office, today. Not about Apple specifically, but how just like the Tax Cuts and Jobs Act of 2017 that offered companies a golden opportunity to write-down everything they could dig-up, the current bear market is allowing companies across the board, to temper expectations about their Q4 results. It's a free ride! Everybody knows the economy sucks (even though it doesn't) because the market is in the tank. With a company's stock already in the toilet, a CEO would be crazy not to take advantage of lowering expectations, at this point.

Lovejoy's other point, and the main one of his piece, is that Apple needs an SE2:

...if Apple wants to resume growth in the world’s most populous market, it’s going to need to respond...Apple needs something to sit where the iPhone SE did: a modern phone at around the $400 mark.

I might not be the typical iPhone user, but I love the SE (my 80-year old dad loves the big screen and face recognition on the X). Sure, it doesn't have a big sexy screen, but it fits in my pocket and it runs all day on a charge. The camera is workable, if not great, and the performance is more than adequate. Many of the photos on this blog are posted directly from the SE (via Safari, not the WordPress app).

If it happens, will an SE2 be larger than the SE? Sadly, I think it will. But perhaps it will still fit in my pants pockets.

-- Scrib