APPLE CORE: MATT BOLTON…

WONDERS WHETHER APPLE’S CULTURE IS TOO AMERICAN TO SEE EVERY AREA WHERE IT COULD MAKE A HUGE DIFFERENCE

- MATT BOLTON

Apple is an international company, but it’s also one of the most American entities imaginable. This tends to be most obvious whenever Maps gets an upgrade, and certain US cities get new mapping first, while even somewhere as rich and populous as Europe gets updated somewhere down the line – months or even a year later. A lot of the decisions made feel US-first.

Take the Apple Car – yes, cars are used everywhere, but the US has a unique relationship with the gas-guzzler. Apple is a company that likes to solve problems, and wanting to give control of regular long drives to a computer to free up time is a very American thing. To create a self-driving car is a very ‘skate to where the puck is going’ concept, and so is quite Apple-y, but that’s not the only puck when it comes to the future of transport.