Providing perspective for today’s technology leaders

Rob Enderle

The Enderle Group provides an unparalleled look inside breaking technology events to identify the core reasons that buyers and builders of technology should care.

Rob’s Articles

  • Is Apple Vision Pro A Failure? TG Daily | Feb 16 I’m starting to see the tide turn a bit on the coverage of the Apple Vision Pro going from over-the-top exuberance to criticism. Some call it a failure. What do you do with a $3,500 product that doesn’t yet have a critical amount of apps or any “killer app”? Generation one products are like this. Folks can get very excited about them initially, then realize that the thing really isn’t done yet and they become disappointed. The first iPhone went through this a bit. It wasn’t until the third version that the product took off. This has been called the “rule of three,” meaning it takes three generations of a new product to get it to where it needs to be. I expect that will be true of the Vision Pro.
  • Can Hydrogen-Powered Cars Leave EVs in the Rearview? TechNewsWorld | Feb 12 The collaboration between Honda and GM to develop hydrogen cars, Toyota’s ongoing support for hydrogen technology, and the potential for retrofitting traditional gas engines to run on hydrogen might lead some to question the future viability of electric vehicles. Despite the availability of conversion kits in Europe that transform gas-powered cars to hydrogen, drivers have limited their adoption due to reliability issues. These modifications have often resulted in less dependable vehicles, contrasting sharply with the more reliable performance of electric cars equipped with hydrogen fuel cells.
  • AI and the Supply Chain: Making More Resilient Companies techspective | Feb 9 There are a lot of areas where AI can be focused and make a difference, including employee productivity, marketing, sales, customer support, manufacturing, medicine, aeronautics, robotics, and governance. But one of the most interesting is logistics. During the Covid pandemic, we saw that everything we buy and consume depends on logistics. If we don’t have access to the materials and technologies we need to build products or deliver food, everything shuts down.
  • Why Digital Transformations Failed and AI Implementations Are Likely To Datanami | Feb 5 In January, IBM presented a detailed study on why digital transformations have only provided between a -5% and 10% ROI instead of the projected 150% ROI. This is a huge delta that’s in line with our experiences with initial client/server implementations in the 1980s, operating system migrations in the 1990s, big data implementations in the early 2000s, and analytics implementations over the last decade.

More articles »

Rob Enderle on…

Social media and its positive impact on animals

"Social media can be critical to building support for most things but it has been particularly successful for efforts to find, protect, or respond to threats against animals… For something as critical as protecting the last white Rhino, it alone may not be enough, but it can provide a level of support that few other media types can do as well or as cheaply."

Photo Of Northern White Rhino Being Protected By Armed Guard Went Viral

Security and smart home devices

“We’ve had substantial issues with people hacking nanny cams and laptop cameras in order to get a view into homes. While security over this class has improved, the desire and tools to hack into these devices have been increasing, making it ever more critical that security should be one of the considerations when purchasing smart home tech.”

Paranoia in the Home: 1 in 3 Americans Worried About Their Smart Gadgets Being Hacked

Musk’s acquisition of Twitter

"This wasn't a measured decision. Musk was upset he'd been banned and used his power to try to force Twitter into making some policy changes including reinstating him, but he overplayed his hand and ended up being forced to pay a huge premium for a company he had no idea how to run."

Why Did Elon Musk Buy Twitter Rather Than Launching A New Platform?

What next-gen fighter aircraft could be like

“With the advent of the Metaverse, 3D metal printing, and the increasing capabilities of realistic simulation, our ability to create new weapons, including fighters quickly, is advancing significantly. ... There is no reason why the next generation of high-performance fighters couldn't be created in months rather than years, and be configured to be flown by a digital twin of a top gun pilot.”

Forget NGAD: What a 7th Generation Fighter Could Be Like
National Interest

Potential impact to Apple of antitrust lawsuit against Google and a potential case affecting its iron grip on the App Store

“Apple’s financial performance has increasingly depended on services and, at some future point, the company may largely become a services company. If Google loses the antitrust case, Apple could take a large financial hit.”

Courts, Regulators Pose Threat To Apple Services Revenue in 2024

Advising Services

The Enderle Group delivers customized advisory services to businesses based on their unique needs. Those services include:

  • Business operations review, assessment and guidance
  • Market and competitive evaluation and recommendations
  • Customer and vendor insight and market strategy
  • Marketing and product introduction counseling
  • New hardware and software testing and review


Rob Enderle

An Internet search of media quotes validates Rob Enderle as one of the most influential technology pundits in the world. Leveraging world-class IT industry analysis skills honed at DataQuest, Giga Information Group, and Forrester Research, Rob seized upon the power of the information channel as a conduit to reach business strategists and deliver valuable, experienced-based insight on how to leverage industry advances for maximum business advantage.

As President and Principal Analyst of the Enderle Group, he provides regional and global companies with guidance in how to create credible dialogue with the market, target customer needs, create new business opportunities, anticipate technology changes, select vendors and products, and practice zero dollar marketing. For over 20 years Rob has worked for and with companies like Microsoft, HP, IBM, Dell, Toshiba, Gateway, Sony, USAA, Texas Instruments, AMD, Intel, Credit Suisse First Boston, ROLM, and Siemens.

Mary Enderle

Mary EnderleAs Enderle Group’s Branding and Web Design Consultant, Mary brings a depth of knowledge regarding brand-driven design, creation of brand management tools, creative direction and agency management. Mary was the worldwide corporate brand identity manager at Intel® Corporation, one of the top ten brands in the world. Under Mary’s leadership, her team was responsible for ensuring that all communications were consistent and reflected Intel’s values, to make sure that Intel would continue to rank among the top ten recognized brands worldwide. Mary also spent nine years managing the look and feel for, consulting across many divisions on both creative and site usability.

After leaving Intel, Mary consulted with top tier companies on branding and web design including Dolby Laboratories, Gateway Computers, Advanced Micro Devices, Intel and Kodak Gallery.

Mary was the Brand Director and Affiliate Manager for CafeGive® for 1½ years, a startup that is focused on building a thriving community of nonprofit organizations and their advocates consumers and merchants dedicated to grassroots fundraising through ecommerce. CafeGive has evolved their focus to help nonprofits create social media campaigns for their causes. CafeGive Social is the easy to use platform that helps organizations and teams of all sizes create successful cause marketing campaigns.


Contact the Enderle Group

Advisory Services

Rob Enderle
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Fred H. Abbott
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(888) 835 1861 Fax

Brand & Web Design Consultation

Mary Enderle
Brand Identity/Web Design Consultant
63081 Casey Place
Bend, OR 97703-9008
(408) 272 8554 Office
(408) 839 6296 Cell