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Don’t allow overweening praise to get in the way of appraising Apple

We’ve reported on the rumours swirling around Apple’s possible entry into the car market so we’ve enjoyed this piece by Sathnam Sanghera in The Times.   We’re divided about Apple and it’s products but there is no denying that the firm can be massively disruptive when it puts it’s mind to entering a new market.  Before 2007,  Apple has never made a mobile phone.  Sanghera mentions that profit margins for auto manufacturers are somewhat smaller than those which Apple enjoys at the moment,  but this ignores the enormous brand loyalty that the cult of Apple enjoys and the pricing power that comes with it.

We expect that Apple is fully aware of the weakness of it’s batteries which is why it is poaching clever people from battery technology companies.  Given Tesla’s head start on this,  Apple buying Tesla should not be ruled out.  Apple’s investment in Californian solar plants suddenly becomes even more relevant.

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