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WHAT YOU DON'T KNOW ABOUT APPLE.
CARR, AUSTIN
Fast Company. Apr2013, Issue 174, p35-38. 3p. 6 Color
Photographs,

1 Black and White Photograph, 1 Graph.
Article
*MARKETING strategy
*NEW product development -- Marketing
*BRAND extension
*EARNINGS per share
*CHARTS, diagrams, etc.
APPLE Inc. -- Management Ticker: AAPL
541613 Marketing Consulting Services
JOBS, Steven, 1955-2011
COOK, Timothy D., 1960-
The article presents information about technology company
Apple Inc.,
focusing on unrealistic expectations which investors may have
about
the firm. Topics include new product development, the
company's
reputation which can help or hurt market share, and its share
prices
which fell in the fall of 2012. Also mentioned are Apple's
former top
executive Steve Jobs, Jobs' successor Tim Cook, and its model
of
secrecy before products are released. A diagram of Apple Inc.
share
prices and earnings is also presented. INSET: TAKING STOCK
OF
APPLE.
1401
1085-9241
86169591
Corporate ResourceNet
NEXT
WHAT YOU DON'T KNOW ABOUT APPLE
FIVE TRUTHS THAT EXPLAIN OUR LOVE-HATE AFFAIR

WITH THE QUINTESSENTIALLY ICONIC
COMPANY
When Apple's market cap soared to $660 billion last fall, the
company was worth more than Amazon,
Facebook, Google, Microsoft, two Nokias, and three
BlackBerrys -- combined. But then Apple's share
price tumpled 35%, and it lost its mantle as the world's most
valuable company. So what's gone wrong?
Could it be that Apple's best quarter ever -- and the second most
profitable in U.S. corporate history, at
$13.1 billion -- is a head-for-the-hills disaster? With margins
declining and no imminent "insanely great"
new products (as Steve Jobs liked to call them), has the age of
Apple come abruptly to an end?
To understand what's happening with Apple, it's prudent to step
back from the noise of Wall Street and
recognize five essential truths about Apple's success.
TRUTH NO. 1: Apple has never been a nonstop, new-product
machine.
Apple's stock wouldn't have plunged if expectations, financial
and otherwise, hadn't been so high. Apple
is the market's most emotionally driven brand, "the Super Bowl
for stock lunatics," as Stock-Twits CEO
Howard Lindzon puts it. Every tech blogger, hedge-fund
manager, and fan has a fervent opinion about it.
We have been emotionally conditioned to believe in Apple's

game-changing powers.
Apple thrived on this attention and the belief that the next
revolutionary product was coming: iPod,
iPhone, iPad. What is too easily forgotten is that Apple's
quantum leaps were never fast and furious. We
forget that six years separated the launches of the iPod and the
iPhone, and three years came between
the iPhone and iPad. What is more, the pace of adoption of
these products, meteoric of late, was not
always so. The iPad took two years to sell 100 million units; the
iPhone nearly four years; the iPod six.
Is there impatience about what's coming next? Of course. Wall
Street is indignant that Apple hasn't
announced a wearable computer, say, or a voice-controlled TV.
As Lindzon says, "Apple's problem is that
it can't dance to what Wall Street wants." But, frankly, it never
has.
TRUTH NO. 2: The real driver of Apple's success has been
incremental innovation.
If the magic of Steve Jobs was his aptitude for conceiving new
product categories, the marvel of Apple
has been its seemingly inexhaustible capacity to pummel
consumers again and again with product
refinements. Apple has earned a distinctive reputation for
thriving with only a handful of products; often
overlooked is how many different versions of these few
products Apple continually rolls out.
The Apple gadgets we know and love today are markedly
different from their first iterations. Yes, the 2001
launch of the iPod marked the beginning of a revolution in how
we consume music. But most forget that
iPod sales didn't explode until 2005, when Apple released the

Nano. Apple released two dozen versions
of the iPod -- including generations of the Classic, Nano, Mini,
Shuffle, Touch, even one branded and
distributed by Hewlett-Packard -- and gobbled up 70% of the
market.
Apple repeated the trick with the iPhone and iPad. The iPhone
launched in 2007; sales surged in 2009,
with the launch of the iPhone 3GS. Last quarter, the iPhone 4,
4S, and 5 were among the top five best-
selling smartphones in the United States. The iPad, launched in
2010, went through four generations in
two years, prolonging Apple's stock surge; last quarter, 43% of
tablets shipped were iPads.
Apple's software innovations helped turn these products into
objects of lust, as the iTunes Store did for
the iPod and the App Store and Siri did for the iPad Mini and
iPhone 4S.
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TRUTH NO. 3: Apple's distinctive reputation can hurt as much
as help.
"Apple has become a victim of its own success," says Piper
Jaffray analyst Gene Munster. As the lore of
Apple's innovative prowess spreads through the culture, its
iterative improvements have started to feel
like too little, too late. Some consumers have begun to discount
(or be disappointed by) the latest product
tweaks, waiting for revolutionary disruptions that, in fact, come
only rarely. Others feel burned by Apple's
habit of holding back features to create demand for the next
generation (as Apple purportedly did by
omitting the camera in the original iPad).
The result is that Apple doesn't get full credit anymore for some
great products. Apple's last major launch
was the iPhone 5. It is the lightest, thinnest, and fastest-selling
iPhone yet, with 5 million snapped up on
its first weekend. But like Apple's exceptional quarterly
earnings, the iPhone 5 drew lukewarm reaction
from critics. Apple's success has led everyone to judge it by a
different set of standards. It's the M. Night
Shyamalan effect: The more people expect the unexpected --
and incessantly guess what's coming -- the
harder it is to surprise them.
TRUTH NO. 4: The legacy of Jobs is haunting the company.
The impatience with Apple isn't driven solely by emotion.
Tangible changes in the business are at issue
too. When Jobs died, in late 2011, many speculated Apple's
unprecedented market run would end.
Instead, its share price continued to swell, leading some to
believe that the fears about Jobs's passing

were overblown.
In actuality, we're seeing the post-Jobs slump today, a year later
than expected. Why the delay? After his
death, Apple continued to churn out hit products, and just as
important, the outpouring of support for Jobs
devolved upon the company, which was seen to embody his
spirit -- the archetypal American innovator.
The halo effect is gone today; Apple is clearly Tim Cook's
company now. He has put his stamp on it most
noticeably by ousting top executive Scott Forstall, who was one
of Jobs's closest confidants. Forstall was
chiefly behind the company's success in mobile -- but had since
been named as responsible for Apple's
Maps fiasco.
In the wake of Maps, and with no apparent breakthrough
product coming, investors and consumers alike
are wondering what the post-Jobs era will really be like.
TRUTH NO. 5: Apple won't give up the magic without a fight.
Apple's aura of Oz-like omniscience has always been carefully
cultivated. Jobs famously cloaked Apple in
a mantle of paranoid secrecy, perpetually grooming the rumor
mill to hype the Next Great Thing. With
Jobs gone, Apple's constituents (including carping Wall
Streeters) are less patient with this approach.
In the meantime, competitors are filling the void, which
explains why Google has spent so much time
talking up Google TV and Google Glass, its futuristic eye-wear
project. Google's openness about the
projects on its docket differs markedly from the Apple model:
The effect is both to sustain interest and to
temper expectations -- training followers that when the company
discusses a product, it isn't necessarily

just around the corner. So if Google doesn't introduce, say, a
driverless car in the next three years,
nobody will be (too) disappointed.
The question is whether Apple can defy the odds and retain its
sorcerer's hat or whether it will settle
down into a life more ordinary. The latter has been the fate of
tech stars before Apple (witness Microsoft)
and since (witness Facebook). The transition would be a tough
one for Apple; if it sheds its status as an

agent of revolutionary change, there's no telling how proponents
-- consumers and investors -- will react.
But all will be forgiven, and the question forgotten, if Apple
can indeed deliver something unexpected and
terrific. So will Apple produce another iPod? Another iPhone?
Another iPad? We can only do what we
have always done with Apple: wait and wonder.
FLICKERING SNAPSHOT OF YAHOO'S FUTURE
MYSPACE'S BIG PLAN (STOP LAUGHING)
INNOVATING IN MICROSOFT'S GARAGE
PHOTO (COLOR): CEO Tim Cook, now firmly in the spotlight
PHOTO (BLACK & WHITE)
~~~~~~~~
By AUSTIN CARR
TAKING STOCK OF APPLE
An unsteady relationship between share price and earnings
SEPTEMBER 7, 2005
Apple releases the iPod Nano, its best-selling music player.
JANUARY 9, 2007
Jobs introduces the iPhone, which generates $173 billion in
revenue.
JANUARY 14, 2009
Jobs goes on medical leave.
JANUARY 27, 2010
Jobs unveils the iPad; it sells 100 million units in two years.

SEPTEMBER 2012
Average adjusted closing price: $660.22; all-time peak of
$705.07 came on September 21, 2012.
NOVEMBER 2, 2012
Apple releases the iPad Mini.

JANUARY 23, 2013
Apple reports its best quarterly earnings ever.
GRAPH: TAKING STOCK OF APPLE
PHOTO (COLOR)
PHOTO (COLOR)
PHOTO (COLOR)
PHOTO (COLOR)
PHOTO (COLOR)
Copyright of Fast Company is the property of Mansueto
Ventures LLC and its content may not be copied
or emailed to multiple sites or posted to a listserv without the
copyright holder's express written
permission. However, users may print, download, or email
articles for individual use.

Alghulayqah 1
Name: Ahmed Alghulayqah
Instructor: Dr. William R Bray
Date: 6/11/2014
Annoying Habits
For such a long time now I have being thinking that sagging
was an ancient practice. I am surprised because the practice still
existence and it has not lost its unique to rankle. There are a
million and one belts in the market at affordable prices.
Additionally there are clothes of different sizes in the market.
There is no reason for some to consider belts as a luxury but
they should all consider it as a necessity.
Many youths have adopted the style where they wear jeans
or trousers that sag so that they are exposing their inner wear
and some part of their body. Some teenage girls have also
joined the system because they are exposing their inner wears
and mainly their G strings. The jeans or the trousers are worn in
such a way that the upper top of the trouser is below the
waistline and at times completely below the butt.
Although many women may not consider wearing of low-

rise jeans as sagging, for me it makes no difference because
there is no better work to describe that style of dressing. This is
not the generation where a child was bought for baggy trousers
with the idea that they will fit in the in future. There have being
varied ideologies and myths about the sagging. It is disgusting
because it makes someone look as if they have diapers under
their pants.
From what I know; sagging has an ugly history that makes
me wonder why the modern teenagers cannot use their common
sense at least once. For the record, sagging began in the U.S
jails. Belts were prohibited because they were perceived to be
weapons or that they could be used by the detainees to commit
suicide. It was then used this is by hip hop artists as a symbol
of freedom, cultural rebellion or rejection of values.
We all know for a fact that we cannot control what people
think. However it always agitates unnecessary suspicions and
people. For a moment I had been thinking that sagging would
just be done on the streets, but what is worse, this habit has
been extended to the last areas that would cross your mind.
Those who sag have disrespected such areas like the church,
mosques and schools. It is for this reason that every place has a
specific dressing code that is what should be respected. For
God’s sake nobody needs to see another person’s innerwear in a
church, mosque or a school.
This is a perfect epitome of constellation of social ills. If
one does not respect themselves they should at least respect
their own God. The church or mosque has not been accorded the
respect and worth it deserves. This habit in schools has
disrupted learning because it is seen as an act of competition on
fashion. Schools have a uniform that should be respected by
everyone irrespective of who they are. Besides, the use of
uniform is supposed to prepare you to dress appropriately for

life after school.
Additionally, sagging tickles me wrong way when people use
it to expose their tattoos and body arts. I am not against body
arts and tattoos, but I feel if there is need it should not be on
the waistline that we have to put efforts to show them off. I
thought that inappropriate role models were the reason why
many youngsters are too much into sagging, but I was wrong.
There are other reasons behind such as ignorance and arrogance
among the youth.
They don’t want to know and accept why many people are
against it but also for those who know, they are just brushing
off the idea. I am not being a fashion police but I believe what
one wears defines who they are. Sagging is a dangerous show of
lack of respect to oneself and to others. Some clothes and body
parts are not meant to be showed, opt in the public, and if any
one doesn’t follow this, it shows that they don’t value
themselves.
Sagging also freaks out the old people and is too offensive
too. I also don’t like it when we blame the old people for
getting concerned. Often they are considered as distasteful in
the matters of fashion. Those who sag should at least appreciate
that these old people have done more than enough to accept
some cultural harbingers. However this behavior can be
eradicated completely.
One major way is by the use of common sense. One should
be open minded when it comes to deciding on what types of
clothes to go for. Moreover everybody should take
responsibility of their body and respect their body parts. We
should be aware of our bodies and acquire clothes that match
our sizes. Parents should also be strict with their children by not
allowing improper dressing at homes and be role models to the
children. At schools the teachers should be stricter in the
dressing code. Any students who sags their school uniform

should face disciplinary actions.
In curbing this annoying act, there should be anti-sagging laws
that should focus on those who sag and who appear dressed like
so in the streets.
Finally the social media and other technology have
facilitated in the rise of sagging. There should be blogs and
pages on the social media that condemn this practice and shows
that will aim at appealing to respectability and pragmatism on
sagging.

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