Dear Apple,

I was recently informed that you had acquired more currency than the government of the United States of America. This, of course due to the country’s current economic situation, is not hard to believe. I’m sure that at least your expert on finances does his taxes. This is not why I write you.

That said, there is one thing that is bugging me about your digital machine: “Appletalism.” What is the meaning of this term you might wish to copyright for the sake of never letting me use it again in a public forum?

Appletalism is your economic system—the means by which you remain at the top, getting fatter and fatter on Mount eWaste. The details of this system can be summed up in a few words: Crush everyone else. And that’s what you have done, Apple. You have secured the biggest exclusives such as The New Yorker digital app and packed your premier tablet device with $599 worth of technology. Consumers tremble at the idea of purchasing a cheaper, lower-end device because they are never sure how you’re going to amaze the world next. Certainly, the rumor that you are releasing an iPad 3 has made many consumers hesitate to purchase any other tablet device.

So what does it mean to consumers when rumors start flying around (from an unproven source) that you are interested in buying Barnes & Noble1? Why, it means that people will stop buying the Nook. Going out of business means no more support for the quality eReader. More importantly, it means the end of the eReader era—which will force Amazon to release a tablet sooner rather than later to stay in the race.

Harry McCracken of Techland has an opinion on what it is you want from this huge purchase: “the acquisition would get Apple B&N’s digital books and other publications (which it might conceivably want) and Nook hardware (which it surely doesn’t), along with hundreds of retail outlets which it could either shutter or convert into Apple Stores.”

Purchasing B&N would gain you an empire you wouldn’t have to construct, but simply remodel—sticking a big white apple over all B&N logos for the rest of eternity.

McCracken says, “For years, Apple has confounded the rest of us by not buying things that it should clearly be buying. Not purchasing other well-known companies is so core to Apple’s strategy that it must have a whole department devoted to non-mergers and un-acquisitions.”

This is a logical move for your empire, but it makes me wonder what might become of the bookstore. Is this a sign that everything is going digital once and for all? This purchase will, in the very least, be score one for the digital world.

Yours truly,
A very concerned consumer who likes nice things.




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