Wednesday’s Apple event was just the most recent reminder that when it comes to marketing, everyone else is competing for the red ribbon or the silver medal or the consolation bracket title. They are the LA Dodgers. Best in class and it ain’t close.

They’re so good they are going to convince a huge cross-section of the population that they need something they’ve been fine without their whole lives–satellite coverage in case of a car crash or other emergency. Hell, when we crashed our cars and got lost in nature before we had cell phones we were almost always fine. There were pay phones, people assisting one another, smoke signals.

Now, Apple is amping up everyone’s anxiety with a bunch of WHAT IFs with infinitesimal odds. And I have no doubt it’s going to work. Sometime soon, people will question your sanity if you venture into your car or the woods without satellite coverage.

And because Apple is going to leverage your anxiety so expertly, my AAPL stock is going to keep increasing in value. Thank you in advance.