To clarify, I was only focusing on their approach to emerging markets. How many successful products/services have they created and launched in the last year? The last 5 years? The last 10 years?
Also, sometimes it's a mistake to separate wants and needs! People started carrying their music as soon as the technology let them. That's a trend that hasn't abated in decades. It's not just some passing fad, but a symptom of minds that need to be regularly engaged. To compare Apple with Microsoft, Apple creates the device with the story, and Microsoft just creates the device and the ads
Also, sometimes it's a mistake to separate wants and needs! People started carrying their music as soon as the technology let them. That's a trend that hasn't abated in decades. It's not just some passing fad, but a symptom of minds that need to be regularly engaged. To compare Apple with Microsoft, Apple creates the device with the story, and Microsoft just creates the device and the ads