The ferocious money-wheel that Apple possesses refuses to stop, though perhaps some oiling is in order.
Having just posted yearly profits of $41.7bn, it would be easy for Tim Cook, the Apple CEO to rest on his laurels. To give some perspective of just how large that figure is, if you were to combine the profits of Microsoft, Google and Facebook together, you would still fall considerably short.
Currently, Apple continues to dominate in nearly every product category it has entered, and there appears to be no emergence of a serious industry rival. It may be surprising for some to hear then, that Apple is shuffling a little uncomfortably on its (sleek, aluminum-backed) throne.
In October, Apple gave the boot to Scott Forstall, their senior VP of iOS, Apple’s mobile operating system.
It is widely accepted within the technology industry that the core reason behind this was his figurehead role in the failure that is Apple Maps, which was touted as one of the primary selling features of their flagship iPhone 5.
Look back another year, and Siri stands out for the wrong reasons. After all, having to put on an American accent whilst talking to your phone loses its novelty for those blessed with the gift of anything else to do.
On the face of things, it may seem like Apple has run out of ideas. This is not strictly true, and I should point out that most of those who I know that possess Apple products continue to be infatuated (even myself, sometimes). What is true, however, is that Apple is becoming stale. A typical monopolist, not wanting to meddle too much with the formula which stuffed their wallets to begin with.
Cook has found himself leading the world’s most valuable company at a precarious junction, and it is his job now to put Apple onto the path towards greater success.
So, what does the future hold? Rumours are that Apple will enter the home television industry in the not too-distant future, and this is exactly what needs to happen.
Apple needs to continue to reinvent industries like they have done in the bygone era (yes, tablet computers really did exist before the iPad) through combining phenomenal design with intuitive software.
That is the Apple that people want, and not the tiresome industry Goliath which releases out mildly refreshed products on a regular basis.
For those that don’t agree, well, enjoy your ‘magical’ iPhone 5S next year.