Apple never imagined it’s competitor will come from a different industry altogether. Tesla is moving fast, they are not worried about the present; they are in this for the future. They have a tough market to crack and innovation is not the only thing that will help them. They want luck, awareness and massive transformation. Google perceived the app ecosystem and brought a revolution, to bring another revolution, Tesla must do something extraordinary. They have to shock people and give them surprises every once in awhile. The goal must be reached by 2025, which makes it even harder. The market capitalization is 95% lower at the moment but change is coming.

Apple inspires generation after generation and people don’t visit their stores to buy phones, people go there to upgrade their lifestyle. The community is huge and strong, it includes developers and buyers. Musk can’t waste a single second because he feels, he is almost there. The dream is almost reached, few steps are left. In 36 hours, Tesla’s pre‐orders crossed $3 billion, their growth curve is scary. They are bringing new products but then again, it’s impossible to match Apple. Some crucial questions are worrying investors and they can’t trust the huge time span. Apple will stop innovating in the next decade and Tesla has to do double work to beat them.

Disruption has started and it has the capability of changing our viewpoints. The market changes can turn the game in favor of Tesla or it can put them out of the race, time will tell. Apple did one thing brilliantly, they established a connection with brand image and buying decision, it makes the job increasingly easy for them. Aspirational marketing is Apple’s style and Musk knows it. However cars and phones are entirely different, so no prediction is perfect here. These are mere projections, but reality can often surprise us.