Scott Galloway: “Apple Wins by Showing Up Late” in AI, and Its New Home Hub Is the Test
Analyst Scott Galloway predicts Apple will dominate the smart home market by launching a late-to-market, premium-priced smart hub. He argues that Apple's strategy of entering markets after competitors have established them allows the company to capture the majority of profits.
Why it matters
This highlights Apple's long-term business strategy of prioritizing brand equity and luxury positioning over being a first-mover in technology sectors.
Scott Galloway: “Apple Wins by Showing Up Late” in AI, and Its New Home Hub Is the Test David Beren Wed, October 7, 2026 at 2:44 AM GMT+8 6 min read AAPL +0.22% Scott Galloway: "Apple Wins by Showing Up Late" in AI, and Its New Home Hub Is the Test ©AlpakaVideo, RossHelen from Getty Images via Canva Key Takeaways Apple is expected to launch its first smart home hub on Oct. 13, and Scott Galloway predicts it will be the top smart display by revenue within 18 months.
Galloway's case is that Apple makes its money by arriving late with a better product and a premium price, the way it built its biggest businesses.
Apple's revenue grew about 7.6% a year over the last decade, while its gross margin rose every year from fiscal 2019 to fiscal 2025, from 37.8% to 46.9%.
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