Irony aside, I have argued in the past, and I will argue that some innovations from Google/Amazon/Facebook/Apple (GAFA) are not exclusively done in Silicon Valley (or Shenzhen, when it comes to hardware).

I have seen a team of engineers, all trained for free by a French university, have a meeting, in French, with senior executive of a French group (from the same university) about a software tool they wanted to implement; the suggestion that came out was based on algorithms developed by engineers and scientists working within a joint program between a large state-owned industrial group and French universities.

I would add that said alumni all were generously paid during their study, but that would identify the university. Not the program, or the algorithm, though. And that’s the rub: it happens all the time.

Added value to GAFA: billions. Money that the French government put into the program: dozens of million directly; billions if you include maintaining generations of engineers up to date. Money that the French government is going to get from that: zilch.

And all the engineers, senior of not, are very proud to have benefited from those program. This is their identity, literally: they introduce themselves using the common formula First name, Last name, University, Graduation year.

To have those executive remain silent internally is sickening.

A large part of the specific 'value' of Apple is actually created by the community of Apple users. It is the users who endorse their products to others, it is them who are willing to pay higher prices for Apple-branded products compared to otherwise similar products from other suppliers, it is the users who have - partly in response to Apple marketing, partly due to the large commitment (financially and otherwise) they have towards Apple products - created a virtual community of Apple-aficionados where showing up with anything but Apple will lead to questions, where 'nobody ever got XXXed for choosing Apple'.

If these users decide that the Apple has lost its sheen, once they refrain from buying mobile phone cases with holes cut in them to show the branding, Apple will quickly find out they are essentially no different from companies like HP or Dell. Their profits will start resembling those of the rest of the industry, their stock price will sink to something resembling their P/E ratio and they will have to compete on a more level playing field.

This is why this letter somewhat puzzles me. They were caught using a tax avoidance scheme, clear and simple. They try to talk their way out if this but fail to show anything that would legitimize their actions. This does not sit well with European Apple users and as such it has the potential to damage Apple's reputation - and with that its value - in this market. They stand to lose more than they gained by avoiding those taxes in the first place.

A lot of corporations are creating tons of value from PO boxes in Ireland, Zug and other tax havens.