Apple's bad news: the confirmation bias magnet

The coverage of Apple's bad financial news tells us more about the pundits than the company itself.

Adam Tinworth
Adam Tinworth

Ben Thompson has published his weekly free article and, happily, it's about the bad Apple news from last week. I found his summary of the coverage particularly amusing:

Secondly, thanks in part to the lack of information, this miss is catnip for confirmation bias: everyone has their pet theory about what Apple is doing wrong or how they will ultimately fail, and it has been striking the degree to which this revenue warning has been breezily adapted to show that said critics were right all along (never mind that many of those critics trotted out the exact same explanations in 2013 and 2016).

The whole thing is an excellent analysis of what we know and what we don't. Worth a read.

Thompson, if you're not aware, is a micro-B2B publisher. For $10 a month, you get an email of tech industry analysis once per day. It's tremendous value.

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Adam is a lecturer, trainer and writer. He's been a blogger for over 20 years, and a journalist for more than 30. He lectures on audience strategy and engagement at City, University of London.