That schism caused friction with my employer, as Apple told IDC to take me off the Apple beat, but I kept talking to the press about the company anyway.
Based on my method I have been warning that risk in Apple stock has risen and I have been encouraging investors to take partial profits while still holding a core position.
It was while reading a charming news item about the company that I began to think about the Apple brand and how it might take a lesson out of the LEGO playbook as it looks to the future, hopefully a future as a brand that keeps its remarkable edge.