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Branded is a weekly column devoted to the intersection of marketing, business, design, and culture. Donald Trump has added a fresh punching bag to his ever-widening rotation of opponents: Apple. The president has, as hes put it, a little problem with CEO Tim Cook. For Cook, this actually looks like a big problemwith no easy fix. Trump has been intermittently critical of Apple before, but this has always seemed to be adroitly smoothed over by Cook, who for years was one of Mr. Trumps most beloved chief executives, and techs leading Trump whisperer, per The New York Times. It presumably helped that he was among those who donated $1 million to Trumps second inauguration. But the presidents recent complaints about the tech giants overseas production have not only been harsher in tone than in the past, they have come with the ultimate marker of negative presidential scrutinya threatened tariff of 25% on iPhones. (Later Trump clarified that the tariff would also apply to smartphone from Samsung or any other brand made anywhere outside the U.S.) Apple doesnt disclose iPhone sales by country, but worldwide they accounted for about 55% of its total revenue in the first quarter of its current fiscal year; iPhones make up about 53% of U.S. smartphone sales, according to research firm Backlinko. Revenue for its most recent quarter was around $95 billion (up 5% over last year), with earnings of about $25 billion. Remarkably, it had only been a matter of weeks since Cook was credited with scoring Apple an exemption on a then-planned 145% tariff on iPhones assembled in China for the U.S. market. Among other things, Apple announced it would invest $500 billion in AI servers in the U.S. Meanwhile various analysts began crunching numbers on what pure-U.S. production would do to iPhone prices, and soon the hypothetical $3,000 smartphone seemed like a new third rail of American politics. But as he has done with any number of prior third rails, Trump has now evidently shrugged off alleged risk. The immediate spark may have been at least partly personal: Cook reportedly declined an invitation to join the presidents recent swing through the Middle East. (Nvidias Jensen Huang and Sam Altman of OpenAI were among the CEOs who did put in an appearance.) Trump not only publicly noted Cooks absence, but openly mused about that little problem. Specifically, he said did not like reports that Apple and its suppliers are building all over India, apparently including iPhone factories, essentially to escape China-focused tariffs while keeping production overseas. I dont want you building in India, Trump said he told Cook. Days later Trump reiterated on social media: I expect [Apple iPhones] that will be sold in the United States of America will be manufactured and built in the United States, not India, or anyplace else. Thus the squarely Apple-targeted tariffand Cooks dilemma. Up to now, he and Apple generally have tended not to return fire when the Trump administration pokes at the brand or its business practices, and has avoided tangling with the administration on hot-button issues where their priorities diverge (such as diversity). That anti-confrontational strategy might actually make Apple more attractive as a target for Trump: Pinning the make-it-in-America attack to the iPhone generates maximum exposure for the administrations priorities, TF International Securities analyst Ming-Chi Kuo argued recently. In short, Trump may figure the specter of a $3,000 iPhone is a bigger problem for Apple than for his policy priorities. (Apple did not respond to a request for comment.) This also comes in whats been a tough year or so for Apple generally: It lost an appeal related to its App Store pricing, saw its virtual reality headset draw a tepid response, and has been perceived to lag on AI integration. While the future of tariffs is still up in the air after a federal court ruled against them, Trump has lately become aware of the Wall Street slang TACOTrump Always Chickens Outindicating his threats tend to be empty, making it that much more likely that this time hell be stubborn. Simply capitulating does not appear to be an option for Apple: Actually moving iPhone production to the U.S. would take years and involve prohibitive costs, not to mention a sizable work force that America doesnt currently have. And who can say whether some new device or alternative technology will supplant the iPhone while this huge undertaking plays out? One plausible strategy thats been floated is for Apple to cook up a short-term assembled in America option that would involve some percentage of iPhones to be manufactured in a hybrid scenario involving some overseas production and final assembly at a U.S. facility. Similarly, analyst Dan Ives of Wedbush called an American-made iPhone “fairy tale,” but speculated Apple could propose some token percentage of production moved to the U.S. over a period of years as a bargaining tactic. These tactics might still push the phones cost upward, but it wouldnt triple it as a full-on shift to U.S. production mightand Trump could declare another victory in his campaign to de facto manage U.S. business. That said, speculating about Apple stumbling one way or another has been a popular pastime for yearsyears during which Apples market cap has climbed to above $3 trillion. While shares are down 17.5% this year, it remains the worlds third most valuable company. Its wildly popular, as a brand, and as a stock. (We dont want to harm Apple, Kevin Hassett, director of the National Economic Council, assured CNBC.) Of course Apple doesnt want to be one of Trumps many targets, let alone his favorite. But it can certainly take a punch.
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Some days, the idea of going to work can feel like a heavy weight you have to carry. If you wake up yearning for something more, youre not alone. Many professionals reach a point where they question whether their career aligns with their values, passions, and goals. They ask themselves whether theyre living the life they imagined, and if theyre doing fulfilling work. It makes sense that we ask ourselves these questions at different stages of our lives. Your career goals at 40 shouldnt be the same as when you were 20. Something needs to change. As two executive coaches who help people discover their purpose and achieve success, weve noticed that this challenge is on the rise. The good news is, you can take steps to mitigate this feeling of purgatory when youre so comfortable doing what you are doing and craving a challenge. The problem: feeling stuck Take Susan, for example. Every morning, she had to peel herself out of bed to face a job she could do in her sleep. There was no challenge, no spark, and a growing sense of dissatisfaction. Susan had reached the top of what she could achieve in her organization. As a loyal employee who spent 18 years at the organization, she struggled to imagine leaving the company she had grown up with over the years. But deep down, she knew it was time to explore a new challenge. Susans story isnt unique. A recent 2024 study revealed that nearly half of the workforce feels burned out or dissatisfied with their current job. The reasons vary, but the outcome is the same: a gnawing sense that theres something more for you out there. The solution: Ten steps to take action Moving forward when you dont know your next career stepbut knowing that you want more and something needs to shiftcan be a very uncomfortable crossroads. It can evoke feelings of overwhelm. Thats why weve created a road map to help you navigate the uncertainty and move toward clarity and action. Step 1: Admit youre ready for change The first step is acknowledging that its time to make a move. Susans inflection point came when she admitted to herself that her current role no longer served her growth or happiness. Naming the problem is the first step toward solving it. Step 2: Find a guide Hire a career coach or find a mentor to help guide you through the process. They can provide clarity, accountability, and a structured path forward. A good coach can help you break down what feels overwhelming into actionable steps. Step 3: Tap into what energizes you Pay attention to the moments when time flies, and youre in a state of flow. What work energizes you? Keep a journal or use the notes app on your phone to track these moments. Over time, patterns will emerge, revealing what excites you most. Step 4: Do a passion audit Evaluate your passions and interests to identify what lights you up. Use tools like Ruths Passion Audit framework to assess where you draw your motivation, excitement, and where you can best spend your energy. What kind of work makes you feel alive and fulfilled? The Passion Audit helps differentiate between work youre good at, enjoy, would give up, or would do for free. It offers clarity on what work you should keep and what responsibilities you should shed. Step 5: Create a target list using the 3 Ps Build a target list of potential companies or roles by focusing on the 3 Ps: Prospects, Pivots, and Passions, like Marys MVP 360 Degree Pivot Program This 10-step program uses a proven approach to ensure alignment between your values, your passions, your purpose, and your needs at this stage in your life, including your future career goals. Step 6: Assess your skills and build a learning plan Evaluate your current skills and identify gaps that you need to address. Start developing those skills through courses, certifications, or hands-on experience. Platforms like LinkedIn Learning and Udemy are great resources for building new capabilities and even have AI tools to help craft your learning plan based on skills you want to learn. Step 7: Network before youre ready Begin exploratory conversations with your trusted network even before youre fully ready to make a move. Networking creates momentum and opens doors to opportunities you might not have considered. Step 8: Look within Sometimes, the best opportunities are closer than you think. Are there roles within your current company that could reignite your passion? By showing initiative and a desire for growth, you might be surprised at the doors leadership is willing to open for you. Marys client, Adam, explored external opportunities but ultimately decided to stay at his company. His initiative paid off: he was promoted twice and now finds fulfillment in his work. Step 9: Update your résumé and LinkedIn profile Polish your résumé and LinkedIn profile to reflect your most relevant achievements and skills. Reconnect with your extended network and make it easy for others to find and engage with you. Your online presence should showcase the value you bring to the table. AI can help you here too. Step 10: Create clarity around your next steps As you refine your search, focus on roles that align with your values, passions, and skills. Having a clear vision for whats next will help you recognize the right opportunity when it comes your way. Navigating career uncertainty is challenging, but its also an opportunity to reassess what truly matters to you. By following these steps, youll not only gain clarity but also set yourself on a path toward work that excites and fulfills you.
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E-Commerce
For lovers of vintage Apple devices or anyone who grew up in the ’80s, a retro tech company just designed the ultimate throwback gadget: a working replica of the original 1984 Apple Macintosh that stands at just 62 millimeters tall. The device, called the pico-mac-nano, was created by retro tech enthusiast Nick Gillard for his website, 1-bit rainbow, which specializes in sourcing vintage Apple components. The mini computer is about half the size of a Coke can, comes in an ultra-detailed 3D-printed case, and has a single USB port that can be used for power and to connect a keyboard or mouse. Currently, its available online for backorder at just over $63, though Gillard has also compiled a detailed breakdown of all the components he used for any intrepid DIYers at home. In a blog post on the pico-mac-nano, Gillard explains that he was inspired by the early days of computers, like the first Macintosh, when pioneers achieved remarkable things within the technological limitations of the day. His version of the computer is a testament to just how much those technological limitations have evolved in the last 40 years. [Photo: 1-Bit Rainbow] Rebooting the first-ever Macintosh design Gillard, who is now 59, says his interest in vintage Apple products began when personal computers first started appearing during his school days. “My school had a Commodore PET, and I bought an Acorn Atom, so Ive lived through this revolution and Im pretty nostalgic about those early days of computing,” Gillard says. In 2006, Gillard started his own Apple parts company, The Bookyard Ltd., which sold modern Apple components for 15 years. After selling the company in 2021, Gillard started 1-bit rainbow this past November as an offshoot that focuses on Apple tech 25 years or oldera specialty that led him to conceptualizing the tiny 1984 Macintosh. [Photo: 1-Bit Rainbow] According to Gillards blog post, the idea to build a pico-mac-nano came from fellow retro tech enthusiast Matt Evans. In 2024, Evans created a system he called the Pico MicroMac, which could emulate the capabilities of the earliest Macintosh 128K (including applications like MacPaint, MacDraw, and MacWrite) on a modern desktop computer. Gillard followed Evans explanation of the revived Macintosh to build his own version at home. Needless to say, I set about building a pico-mac and am not ashamed (slightly ashamed) to say I giggled like a little girl when that black & white, 512 x 342 pixel Macintosh desktop appeared on my VGA monitor and I launched Lode Runner, Gillard wrote in a blog post. Still, he said, the experience had him thinking: How much cooler would it be if pico-mac could drive a small LCD panel in a miniature replica Macintosh case? The concept of building a scaled-down version of the design seemed possible, given that Evans Macintosh emulator was powered by Raspberry Pis RP2040 chipa tiny microcontroller measuring just 7 by 7 millimeters. “As soon as I had it working and connected to a VGA monitor, it just screamed to be put in a little Macintosh case with an LCD,” Gillard says. [Photo: 1-Bit Rainbow] Designing the pico Mac nano, a 2″ computer To build his pico-mac-nano, Gillard started by searching for a mini LCD display screen that could load an approximation of the original Macintosh screen buffer, which featured a resolution of just 512 x 342 pixels (todays 13-inch MacBook Air, by comparison, boasts a resolution of 2560 x 1664 pixels.) After some trial and error, Gillard ended up with a two-inch screen featuring a slightly less accurate resolution of 480 x 342 pixels, with the trade-off being that this option also allowed him to make the whole Macintosh even smaller. [Photo: 1-Bit Rainbow] With the LCD display as a touchpoint for scale, Gillard then used a 3D printer to make a 62 millimeter-tall plastic casing based on the structure of the original Macintosh, down to the ridges on top of the computer and the floppy disk slot on its front panel. On the inside of the rear case, Gillard added an embossed 1-bit rainbow logo where the original Macintosh teams signatures wouldve been. The finished pico-mac-nano comes with a micro-SD card slot for memory storage and a single USB port, which, using a special splitter cable (also available at 1-bit rainbow), can both charge the device and make it compatible with a keyboard at the same time. Gillard has also designed a separate battery power module specifically for the device, so you can whip it out of your pocket and wow your friends at parties. The computer even comes packaged in a tiny version of the instantly recognizable Picasso box that the original Macintosh 128K shipped in. For those interested in purchasing the pico-mac-nano, Gillard warns in his blog that the device was designed as a proof-of-concept, not a finished product, and that its not necessarily guaranteed to run all early Macintosh software. Even so, chances are the pico-mac-nano is destined to become the ultimate collectors item. In an era when iPods have become a popular example of “vintage tech,” the world’s tiniest workable Macintosh is a concept in a league of its own.
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