Apple really really need to focus on starting new product lines. The biggest mistake companies often make at this stage is &quot;it&#x27;s not for us if it&#x27;s not going to be billion dollar business&quot; mindset. Apple should just go after every product that it can produce at significant improvement. Everything from kitchen microwave to digital picture frame to 3D printers to quadcopters to children&#x27;s toys is a fair area to explore. This will require balancing resources between mature products and new products, aggressive talent acquisition and product life cycle management that scales to 100s of products. Companies with cash flow like Apple should be announcing new product every quarter. Instead of trying to optimize for one product and get all possible thud for once-a-year event they should spread out their events over more eggs in the basket. Some of the products will only sell few million and may not move the needle but as long as Apple had good return on their total investment, it should be ok.For example, they can easily spin up team of just 10 people to produce digital photo frames and it&#x27;s not going to be billion dollar market but if it makes revenue in access of 10 million, it&#x27;s prett good ROI. Eventually the long tail of small products should be much more anti-fragile and sustainable for large margins.<p>This is exactly opposite to what Jobs wanted (focus on 2 or 3 things). I think Jobs philosophy was necessary as long as there was one super good guy who needed to make all the calls. This is extremely fragile system. A much better system is 100s of product designers working on 100s of internal experiments and 10% of those passes internal scrutiny on quality and advancement of art to finally face the market except that not every product is expected to become billion dollar market. Just 10s of million dollar market supported by small a team should be good enough. Create a long tail instead of keep looking for that lucky unicorn.