Ever since Tim Cook took over, Apple has been going down the drain. Sure, he got rid of Apple's inventory at record speed and made sure suppliers have the parts ready when Apple needs them, but he doesn't stand a chance as the innovator behind Apple.
Many leaders realize how to make money, but they don't understand the product created by engineers and designers working for them. Tim Cook can definitely be seen as the guy who sells the products, but can't pinpoint the simplest improvement for them.
When Steve Jobs founded Apple, he realized exactly what needs to be done and, more importantly, he knows what consumers want even without any market research. This led to the success of Apple; Steve Jobs understood exactly what the next iPhone or iPod Nano needed.
Under the direction of Tim Cook, Apple lacks the ability to shell out new products. Rather than introducing a new product or making a big change, Tim Cook and Apple are fussing over the smaller details with their iPhones and iPod Nanos.
This iPhone 4S was a small improvement of the iPhone 4 and the iPhone 5 is another small improvement of the iPhone 4S. Notice how it's mentioned as "small improvement" when speaking of the next generation of Apple products.
So what are these so called small improvements? For example, there is now a better camera based on the previous camera, there is a better display quality based on the previous display screen, better portability on the original size, and the list can just go on and on.
After the release of the Siri feature, the iPhone is pretty much at a stand still. So all this complaining about no real improvement, what are some improvements Apple should be focusing on?
Apple should be investing its money and exploring the holographic storage option for its current products. This will allow for smaller drives and bigger storage capacities.
Furthermore, why just stop here when Apple could explore the options of wirelessly charging, wireless file transfers, and complete voice navigation via Siri?