His answer: Think Different.
When the late Steve Jobs returned as Apple’s CEO in 1997, he needed a new marketing strategy to revitalise a company that was floundering.
The slogan became the rallying call for the Cupertino company’s remarkable turnaround, turning it into an enterprise that is worth well over two trillion dollars today.
I have been a fortunate Apple shareholder for over 11 years.
During this time, I had a front-row seat for a good part of the iPhone maker’s rise to worldwide prominence.
In the spirit of thinking differently, I present to you 10 unconventional lessons from holding Apple shares for the past decade.
1. You can always change your mind
I’ll start with a confession.
When Apple introduced the iPhone in early 2007, I thought it was a terrible idea.
In my mind, entering a commoditised mobile phone market filled with cut-throat competitors was madness. Thankfully, my better half convinced me to get an iPhone in late 2009.
My experience using the smartphone changed my perception of what it could do, and how its technology would only get better with time. Armed with a better understanding, I invested in Apple shares in June 2010, four years after the iPhone’s debut.
2. Being early is overrated
Some investors believe that investing in obscure, early-stage companies is the only path to scoring huge returns. My experience with owning Apple shares for the past decade dispels this notion.
For one, it would be hard to miss the iPhone’s presence in 2010. And with US$43 billion in revenue generated for fiscal 2009, Apple is certainly not a small company.
Yet, shares have surged over 16 times since my June 2010 purchase. 3. Unconventional wisdom
The world plunged into a financial crisis in 2008.
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