Today on Lochhead on Marketing, we want to share some insights from a riveting discussion we had with Eddie Yoon, our category pirate brother, about a monumental move by Apple.

We’re talking about a colossal $110 billion stock buyback and what it means for the tech giant’s innovation trajectory, particularly in the realm of artificial intelligence (AI).

Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.

Apple’s Strategic Crossroads: Innovation or Shareholder Pleasing?

Apple’s decision to buy back stock is a strategic move that has raised eyebrows across the industry.

I’ve always been fascinated by the bold moves that define market leaders, but this move by Apple has us questioning: Is this a sign of maturity and stability, or a red flag signaling a lack of innovative vision?

Warren Buffett, a name synonymous with investment acumen, was famously tech-averse until Apple caught his eye. The staggering 95% retention rate of iPhone users and the undeniable addiction to Apple’s ecosystem reminded him of his investment thesis on Coca-Cola. But as Eddie and I discussed, there’s a nuance to Apple’s success under Tim Cook’s leadership. Despite the financial growth and profitability, the company has struggled to launch new categories—a hallmark of Apple’s DNA.

The Apple Watch: A Beacon of Innovation in the Cook Era

It’s not all a tale of caution, though. The Apple Watch stands out as a testament to Apple’s ability to innovate and create new categories even post-Steve Jobs. It’s a reminder that Apple still has the chops to redefine markets. But the question lingers: Is this enough to sustain Apple’s legendary status?

The crux of the discussion centered on the massive potential of AI, as we’re just at the dawn of what could be the most significant platform shift since the internet. With Apple’s deep pockets, one would expect a torrent of investments in AI, propelling the company to the forefront of this new frontier. Instead, the $110 billion stock buyback seems to suggest a different priority—short-term stock price over long-term category creation.

Microsoft’s Contrasting Strategy: A Global AI Chess Game

Contrast Apple’s strategy with Microsoft’s aggressive global AI investments, and you get a stark picture of two tech titans taking divergent paths.

Microsoft is placing strategic bets on AI across the globe, from the UAE to Malaysia and beyond, positioning itself as a leader in the next wave of technological revolution.

To hear more Pirate talk by Christopher Lochhead and Eddie Yoon, download and listen to this episode.

If you want to join in the discussion, subscribe to Category Pirates and find more Pirates Perspective buried around the beach.

Don’t forget to grab a copy (or gift!) of one of our best-selling books:

•  Snow Leopard: How Legendary Writers Create A Category Of One


•  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche


•  A Marketer’s Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy


• The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different

We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!