7 Things Apple Must Do to Get Its Swagger Back

Published January 13, 2015

On nearly every front, 2012 has seen huge success for Apple. The company’s No. 1 selling tablet now has a hot-selling little brother in the iPad mini, and Apple is only now catching up to very high iPhone 5 demand. Plus, Apple has the best-selling laptop in the United States with the $1,199 MacBook Pro. On the other hand, Android had a big 2012, too, with Google’s OS gobbling up 75 percent of the market share for all smartphones shipped. Plus, Apple's tablet share has dropped 10 percentage points in a year thanks to low-cost slates like the Kindle Fire and Nexus 7.

Apple has also had its share of self-inflicted wounds, such as a half-baked Maps app that led to the ouster of senior VP Scott Forstall. And while Apple is still worth $135 billion more than Exxon, the company’s stock has fallen nearly 20 percent from an all-time high of $705 in September, to below $580. Part of that decline is due to a perception that Apple is merely iterating instead of truly innovating. Here’s what Apple needs to do in 2013 to be more innovative, more profitable and (yes) cooler.

Editor-in-chief Mark Spoonauer directs LAPTOP's online and print editorial content and has been covering mobile and wireless technology for over a decade. Each week Mark's SpoonFed column provides his insights and analysis of the biggest mobile trends and news. You can also follow him on Twitter.

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