Hey Siri 🙂

We keep seeing the same patterns. The same rise. The same fall.

We read about the biggest companies and richest people in history and think, "This time it's different." But it rarely is.

Yesterday it was Nokia. Before that, the great railway companies. Many giants looked untouchable until they weren't.

In my view, Apple is starting to face the same challenge.

Thank you, #Tim-Cook, for the incredible job you've done building one of the world's most successful companies. But leadership also means responsibility for the future, not just the past.

Today, when people talk about the biggest names shaping the future of technology, #Apple is no longer automatically at the top of that list.

Markets change. Technology changes. Customer expectations change.

History doesn't repeat exactly, but it often rhymes.