Apple backed out of many deals in the last moment, they are lacking the courage. Cook is staying in their comfort zone and avoiding bold steps. They can easily own some media companies, but the deals are not getting their interest. Time Warner controls a major portion of the media industry, AT&T wants to grab that. Apple’s focus is innovation; they will produce better and smarter products. No other firm is rich enough to challenge AT&T, Apple had a great chance. Apple also abandoned Twitter recently, the site didn’t fascinate them. Apple is not getting enough money from product sales; they can’t afford to spend recklessly.

Analysts have studied Apple’s behavior for a long time and they revealed this news. A massive $85.4 billion will be given by AT&T; Apple will invest that money in something else. Big decisions involve complex regulatory processes; it will go on for some months. Other companies can definitely enter the picture, but the deal has to be better. Apple uses its cash in various ways, they mainly support growing companies. Cook has no plans to enter a totally new market; he has little time to adjust with the challenges. The deal must benefit them directly or indirectly, Apple saw nothing like that.

Many companies are breaking barriers and stepping unknown territories, the iPhone maker is not one of them. Google’s name was also mentioned, but they are silent for now. AT&T’s landscape will change majorly; they will be bigger and stronger. If they can’t take advantage of this deal, the company’s future is gloomy. Every tech company has to take risks at a certain point of time, Apple is more mature now. Goldman Sachs tried their best to persuade Apple, Cook was still not impressed. Adrian Perica handles Apple’s acquisition, he wanted this deal. The other contenders have vanished after Apple didn’t show the courage to go ahead.