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market watchers to wonder if a plateau might be coming. This might mean diminishing returns and a less prosperous business model for all concerned. 56The Future of Apple Although Steve Jobs had always been given credit for Apple’s ability to innovate and to appeal especially to a certain type of consumer (Jobs had originally estimated Apple’s market share in the creative-professional market-place as over 50 percent), 57Jobs himself credited his people: We hire people who want to make the best things in the world ... our primary goal is to make the world’s best PCs—not to be the biggest or the richest. We have a second goal, which is to always make a profit—both to make some money but also so we can keep making those great products.... [Regarding the systemization of innovation,] the system is that there is no system. That doesn’t mean we don’t have process. Apple is a very disciplined company, and we have great processes. But that’s not what it’s about. Process makes you more efficient ... but innovation ... comes from saying no to 1,000 things to make sure we don’t get on the wrong track or try to do too much. We’re always thinking about new markets we could enter, but it’s only by saying no that you can concentrate on the things that are really important. 58Jobs, according to the portrait laid out in countless biog-raphies and articles over the years, was a control freak with a compulsive attention to detail. He routinely sent products back to the lab, killed them in their crib, demanded new features, or euthanized old ones, all while keeping Apple’s attention narrowly focused on just a few products with the potential for high returns. 59With Jobs’s death, the question on everyone’s mind was obvious: Could Apple survive with Jobs gone? Most analysts were enthusiastic about the talents of Tim Cook. Cook was an operations genius, keen-minded, demanding,
CASE 6 ::APPLE INC. C2723. Evans, J. 2012. iPhone 5 component supply challenges could threaten Apple’s empire. Computerworld,September 6, blogs.computerworld.com/smartphones/20947/iphone-5-component-supply-challenges-could-threaten-apples-empire. 24. StealingShare.com.2006. Growing market share—branding in the computer industry 2006. content/1137644625875.htm. 25. Apple Inc. 2013. Apple’s first quarter results, 2013. 26. Sharma, H., & Ghosh, S. Apple shares slide by most in over four years on disappointing iPhone sales. Reuters,January 24, news.yahoo.com/apples-weak-results-spark-fresh-round-price-target-115325283--finance.html.