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Enrique Dans

On the effects of technology and innovation on people, companies and society (writing in Spanish at since 2003)

IMAGE: The back of an iPhone and, on each of its three camera lenses, the valuation milestones for 1, 2 and 3 trillion with its dates.
IMAGE: E. Dans — CC BY

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Apple, Tim Cook and three trillion dollars

3 min readJan 7, 2022

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In August 2018, Apple became the first company to hit . Two years later, the company’s share price breezed past . And now, . Just five years ago, that was the combined market value of . We should remember that Apple’s three-fold growth — despite the still-widely held belief that the company’s innovation was down to Steve Jobs, and that since his death, Apple has pretty much carried on making the same things in different sizes and colors.

When a company reaches a stock market valuation of $3 trillion it’s not down to some kind of . Instead, it’s the result of the leadership of what can safely be defined as the best manager of our times, . Under Cook, Apple has not only entered many more product categories than it tried to do under Steve Jobs, but has , made difficult and productive decisions such as , while reducing dependence on, the…

Enrique Dans
Enrique Dans

Published in Enrique Dans

On the effects of technology and innovation on people, companies and society (writing in Spanish at since 2003)

Enrique Dans
Enrique Dans

Written by Enrique Dans

Professor of Innovation at IE Business School and blogger (in English here and in Spanish at )

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