According to foreign media reports, Tim Cook has been promoted to apple CEO.Now apple is in the development of the special period. First, apple continues to focus on cisco iOS platform development. Second, apple continues to keep a rapid growth. These two factors are related to apple's strategy and logistics system at the same time.For Tim Cook, it is both a challenge and an opportunity. For an example, at present, the iPad ,iPhone iPod touch that all have adopted the Cisco iOS system, their revenue currently accounted for about two thirds of its total revenue. Compared with the Mac products, the ability of getting profit of the ipad is more stronger. Cook must make the following choices: 1. How to distinguish the Mac OS X development and the importance of cisco iOS development.( This year, apple could increase the development investment of cisco iOS 5, and the development investment of OS X Lion will be relatively less. ) 2. When apple company get rid of the iPod that it doesn’t support Cisco iOS system. Where is the road of the ipod? (Cisco iOS 5 Music application is no longer called “iPod ", instead it shows "Music".) 3. When apple copany combine with the Mac OS X and cisco iOS , where is the road of Mac product line .( Would is iMac adopting touch screen?) 4. How to organize the leadership of apple company and organizational structure The above issues are not imminent, but every choice has an important influence on apple's long-term development. Patience is a great characteristic of apple, the development of desktop products are clearly remarkable. But foresight is also a feature of apple, for example, apple often step into the market first than its competitors, and also apple decide to support or eliminate certain technology in a timely manner. Balancing these two characteristics needs a kind of leadership art, Cook's performance is worth our attention. However, Cook's biggest challenge is how to maintain a rapid growth momentum. From this we can see, Cook’s resume is very important. That is main reason that cook can become apple CEO. Focusing on the development of cisco iOS system and transforming it into cheap, portable computers. Apple's sales volume continues to increase every year. Cook not only need to push the development of existing products, but also promote the logistics change. This year, including the iPhone, iPod, iPad and Mac Apple will ship 175 million devices, 50 million devices more than last year,a year-on-year increase of 40%. Several years ago, apple shipped about 50 million to 90 million devices every year, and it was increasing at an annual rate of nearly 4%. Apple is expected to be the first time exceeded 200 million shipments next year. The shipments are 215 million devices or so, 40 million sets more than this year. It is no exaggeration to say that the shipments will be exceeded 500 million in 2020, therefore, Cook must consider that apple need to freight 500 million devices every year, It involves product design, iCloud server, supply chain, the manufacturers and sellers. So in general, apple still has great potentiality. However, though apple has clear goals and strategic direction, there are still some mistakes in detail, for example, in the term of the user experience of ipad, I think that it needs significant improvement, As we all know, ipad doesn’t support many common video formats, so when we download some videos on the internet, these videos can not play on ipad directly. Such as play avchd on ipad for mac,Play MTS on iPad Mac, Convert AVI to iPad Mac and so on. Especially for movie-lovers, they cannot endure these problems. For apple, I would like to make a suggestion, apple should give more attention to the user experience of detail. If the details are solved, apple company will head for more splendid tomorrow. As an apple fan, if you want to learn more information about video converting, you can simply click on the link below. Related: convert limewire video to ipad mac