Doubling Down on Differentiation

Recently, the expression “doubling down” has become part of the tech world’s nomenclature. “I think you’ll be pleased where we’re taking Siri. We’re doubling down on it.”– Tim Cook, Apple CEO, speaking at the D10 conference in May 2012.  He also remarked that they are going to “doubling down on secrecy” too, indicating that there might be loose lips at work at Apple or, just the result of a public trial over patents. 

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