US$58.3 billion in just 3 months. Are you focusing on the right variables? In the third quarter of 2019,  Apple reported a revenue of US$53.8 billion, up 1.0% compared with the same period in the previous year. Few of us work in businesses that will achieve returns of this magnitude. However, there are important things […]

US$58.3 billion in just 3 months. Are you focusing on the right variables? In the third quarter of 2019,  Apple reported a revenue of US$53.8 billion, up 1.0% compared with the same period in the previous year. Few of us work in businesses that will achieve returns of this magnitude. However, there are important things we can learn from Apple in our quest to achieve the best possible returns for our businesses.My 88-year old father uses an iPhone. I use an iPhone for business and personal use, but my partner does not. My tech crazy 30-year old son uses an iPhone. I have employed junior staff that use iPhones, and others that insist they are crap. The point is, it is very hard to pin down the Apple iPhone demographic to the extent that it is arguably irrelevant to try and do so. Indeed, evidence suggests that demographics are of…