if you want to stand still, walk and possibly run a marathon, you should spend resource finding the right cure to your body problems before you buy a new pair of shoes.
Implementing social processes and platforms is often half of the digital transformation effort.The other 50% of the effort involves changing leaders practices, behaviors, and mindset.
Despite its organization might not show characteristics of a classic social business (body) and it refuses to invest into social platforms (shoes), its leaders’ superpowers (mind) make the organization succeed in unconventional terrains where others systematically fail.
Apple is definitely a social business that builds one-to-one relationships in ways and terrains other companies cannot even conceive, showing that you don’t necessarily need to be on social media in order to be truly social.
What would Apple gain? What would its customers/stakeholders gain? Probably not that much.