In a contributed article, Professor Allen Adamson discusses why he believes Apple's shift from hardware to the entertainment business will be successful
— March 26, 2019
Excerpt from Forbes -- "[Apple] is, by nature, an intensely creatively-driven organization. Often, when companies try to shift ahead, no matter how good the new strategy might be, they don’t have the right DNA to nurture it and make it work. Apple thrives on creative enterprise. This not only differentiates it within the technology space, but gives it an incredible launching pad to enable it to succeed in the category of content creation."