The Shine’s Not Off This Apple: How the Gang at Mac Are Beating the Recession

Worldwide, layoffs, cutbacks, and really bad news seem to be the big trends in business. So how does a company like Apple, with an absent CEO and a flailing domestic market, turn a really promising profit? After the worst holiday shopping season in recent memory, sales rose an impressive 5.8%.

It’s not as if people are poised to shell out for just any high-end gadgets and software either, as evidenced by Microsoft’s recent announcement of 5,000 upcoming layoffs. So what’s the trick? Not the discount, blowout smoke and mirrors we’ve come to expect.

From an article at The Sydney Morning Herald,

Chief operating officer Timothy Cook, who is handling day- to-day operations in Jobs’ absence, said Apple isn't interested in offering a stripped-down version of the iPhone . . .

"Our objective is not to be the unit share leader in the cell-phone industry," Mr Cook said. While the economy may lead some consumers to shun expensive smart phones, "we feel very good about our competitive position and extremely good about our product pipeline," he said.

Behold! Confidence. In fact, Apple’s brand tone has remained almost unflinching in the face of economic disaster. Simple, chic, personal. iPhone, iWork, iBuy. And it is, perhaps, this continuity that feels so desirable in tempestuous times. Cook says his product is worth it, and it seems we’re willing to believe.