He also points to a near-mythical Apple-in-business event the company ran in Cupertino last June. That event generated almost no coverage anywhere, because no one was there to report on it. And yet it gathered leaders from Disney, Ford, Anthropic, Perplexity, Christie’s and presumably elsewhere to talk about how they use Macs in business, many with a focus on enterprise AI. I’ve spent time trying to track down additional information from that event, but there is not much out there. And while I’m willing to accept that some of those who took part needed business confidentiality, it was a semi-public event, so it seems unlikely significant secrets would have slipped out.
It feels like a lost opportunity. Imagine the follow-up if Apple had paid a media team to attend the event to churn out stories, develop case studies, shoot video, and make viral influencer tik-toks. Is it that Apple doesn’t believe in its own enterprise offer? I don’t think so. It has a small army of business experts available to customers in stores, and they wouldn’t be there if it didn’t see a need for them.
Overcome myopia
Dailey thinks it’s a disconnect generated by Apple’s traditional focus on consumer markets. He’s probably correct, but it is frustrating; the real value Apple offers enterprise IT has been crystal clear for years – certainly since before then-Apple CFO Luca Maestri declared that Apple had set a new enterprise revenue record back in 2017. “Corporate buyers reported a 96% satisfaction rate and a purchase intent of 68% for the June quarter,” said Maestri at that time.
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