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Apple’s Growing Problem

Apple iPad miniIn 2008, Steve Jobs was quoted in Fortune magazine saying that “Apple is a $30 billion company yet we’ve got less than 30 major products. I don’t know if that’s ever been done before.” In addition, in a Wall Street Journal interview, current Apple CEO Tim Cook was asked about what he learned from Jobs. Cook responded, “Focus is key … that you can only do so many things great, and cast aside everything else.”

Recently, Cook has been quoted as saying, “We are in one of the most prolific periods of innovation and new products in Apple’s history.” These new products include Apple Maps, the iPad mini and the MacBook Pro with Retina display, as well as updates to hits like the iPhone and iPod lineup. In addition, Apple is rumored to be developing a radio service as well as a TV product.

Will Apple continue to be able to do all things great as it adds these new products? As most consumers know, Apple Maps didn’t live up to Apple’s standards, but products like the iPad mini and MacBook Pro with Retina display look like hits.

As Apple moves into developing its rumored radio and TV services, will it become too large to manage and cause Apple to deliver poor products or miss out on trends in categories where it is currently dominant?

If Apple will continue to be successful, it will need to remember its principle of focus that helped it become the most valuable company in the world instead of becoming like its competitors.

Domus, Inc. offers a range of strategic consulting and marketing strategy services. Our in-house staff of strategic experts and deep network of creative resources can help you solve your marketing challenges.

Ed Samide is a Senior Account Manager at Domus, Inc., a marketing communications agency based in Philadelphia. For more information, visit For new business inquiries, please contact CEO and founder of Domus, Inc. Betty Tuppeny at or 215-772-2805.

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