> THE SHIFT
MATT BOLTON wonders whether Apple’s culture is too American for it to see every area where it could make a huge difference
MATT BOLTON
APPLE IS AN international company, but it’s also one of the most American entities imaginable. This tends to be most obvious whenever Maps gets an upgrade and certain US cities get new mapping first, while even somewhere as rich and populous as Europe gets updated months or even a year later. A lot of the decisions made feel US-first.