No Mercy / No Malice

Yay, Capitalism

Apple’s market capitalization breached $1 trillion this week. I’d been predicting, with enormous confidence, that Amazon would get there first.

Editor’s Note: No Mercy/No Malice is a column from Professor Scott Galloway, where he shares various reflections on business, tech, and life on his mind each week.

Apple’s market capitalization breached $1T this week.

I’m a bit sanguine, as I’ve been predicting, with enormous confidence, that Amazon would get there first. It’s not easy to be wrong dozens of times, on national media, every week for three years, but I’ve managed. Oh well, I started predicting the ascent when the Seattle firm was worth $200B, and now it sits at $870B. So maybe I get the “most improved” ribbon.

What significance does $1T have? Not much. There will be a ton of fawning over the storied rise of the company. In America we personify firms and start to worship them. Apple is the Jesus/LeBron/John Ritter of our age. Note: I threw in John Ritter to make sure you were paying attention. If John Ritter were…