In 2012, Cook took over the Apple in the first year alone, which is a Cook year for the consumer electronics giant. This is not the first time Cook and Apple, after he had served as a temporary CEO several times, with dazzling performance and stock price performance has won the trust of investors.

This year, Apple released a lot of products, in core product line, Apple launched a mobile phone ( iPhone 5 ) and the three plate (iPad 3, iPad 4, iPad Mini ). Only the product quantity is not innovation, almost of 2012 Apple products are expected in the industry, will be more apple existing techniques in order to deploy into new products, to strengthen the technical characteristics of products. Using improvement but not innovation to describe apple this year's new product.

Improvement of existing products, the consolidation of platform edge, this is this year the overall train of thought of Apple products. Retina technology is gradually extended to the various product lines, launched the breakdown products of iPad Mini, iOS 6 and OS X mountain lions continue to improve the system, Cook's every step is logical, in expectation, but also nothing new.

" The Apple product is very successful in the before, a push up consumer expectations; looking ahead, it is hard to continue to meet the high expectations. " " The Wall Street journal " columnist Mobos expresses to sina science and technology. " Cook was very successful, but Jobs would continue to change a number of industry innovator, so it is difficult to appear again. "

A well-known Silicon Valley venture capital from Marc Andressen said: " Jobs always develop new products, from the beginning of one hundred percent to occupy the market, and then gradually lost, until he found a new market ". But now Jobs is gone, Cook is able to discover new market, will become the key factor of Apple's future.

Apple map is the greatest hit in this year, but failed to produce a answer. Apple painstakingly building three maps, is still a problem continuously semi-finished products, Cook had to bow to apologize, and recommend to users of Google and Nokia product competitors. Google map to landing the apple platform, rushed on the top of the charts, also make apple embarrassing.

It is lacking of innovation at the same time, Apple advantage is constantly shrinking. At the core of products iPhone, pictures, screen, the processor, the battery, the apple almost in specific aspects of being dominant, only in the integrated ability slightly dominant. Quad 1080P intelligent mobile phone at the end of emerging, Apple HCF Retina display is completely beyond. Samsung S 3 sales are more than iPhone 4S, a series of ads is directly Apple soft rib.

Although innovation pace slowed, Apple still has outstanding performance, Cook is the operations master, single from earnings, his performance. This year ( fiscal year 2012 ), apple revenue growth of 45%, $156500000000; net profit growth of 61%, $41730000000; iPhone sales grew 73%, iPad sales growth has rise 80%.

But investors should not only performance, but also confidence for the future business, the stock price is largely an expected. Microsoft in "lost ten years " period, the performance has always been excellent, but prices are basically the piaffe. Similarly, although Apple performance is more brilliant than the Jobs era, but the stock had a sharp decline after the released of iPhone 5, within 3 months from $700 all the way down to around $500, the market value evaporates nearly three.

In order to performance and market, Apple under the leadership of Cook launched iPad Mini such breakdown products, even shorten product cycle released iPad 4. These measures for Apple to win more sales, but the Apple brand value, make more competitors saw the hope that to catch up with Apple. Apple product users no longer mysterious, from iPhone 5 and iPad Mini market boom is remarkable. However, we couldn't deny the effect from Apple, for it is developing related products, such as best iphone 5 cases, unique ipad 4 cases, best cases for ipad mini and so on.

In product innovation slowed down at the same time, Apple at the time of Jobs 's iconic confidential culture has been lost. Apple released this year almost all products, media at the briefing before has learned that the technical parameters, product appearance, and even got a new model. Early leaked that Apple conference lost suspense, make new Apple Charm weakened.

Where leak out in? Before Cook, in an interview on NBC television complained: " our business environment is very difficult, competitors into our system, steal our product planning and technology ". But from the media exposure of Apple product, most leaks from Apple component supplier and factory. Cook decided to take a Mac product line to move back to the United States, may also have the protection of intellectual property rights.

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