According to his critics: Grow Apple’s (AAPL) market share. But keep margins above 44%. Put out 8 different versions of the iPhone simultaneously, including ones with larger screens, like Samsung. But keep the margins above 44% and recall you only get the full profit benefit of a new iPhone in the 2nd half of its production run. Spend billions on marketing like Samsung. But let the product sell itself so that it stays premium. Get more people in the emerging markets on to the iOS platform. But don’t put out a cheaper iPhone and sacrifice margins. Reinstate Google (GOOG) as the primary Maps supplier on iPhone. But strategically position Apple to be a leader in mobile, search, and maps in the future. Shut down Siri because it never works. But figure out how to leapfrog Google in search in the future. Use the $137 billion cash on the balance sheet. But don’t make wasteful high-priced acquisitions. Innovate. But wring every dollar of profit of your existing product portfolio. Build every product in the USA instead of China. But stop making premium priced products and don’t charge a dollar more for your existing products. Don’t try to be Steve Jobs. But do everything that Steve Jobs would have done. Don’t let the iPads cannibalize Mac sales. But sell way more iPads. Buy back more of your stock. But innovate, vertically integrate more through buying more microprocessor companies, and keep some powder dry to buy Twitter or a few other big companies. Get better in Web Services. But don’t spend money buying Yahoo (YHOO), Twitter, or Foursquare. Don’t give customers a bad experience by kicking out Google search, Maps, and YouTube. But don’t strengthen Google any more by supplying virtually all of their mobile search revenue. Don’t pursue costly patent battles. But protect your core IP and don’t let Samsung rip off your innovations. Move faster in China. But make money doing it. Hire back Scott Forstall. But also retain Bob Mansfield and Jony Ive the way Steve Jobs was able to. Ship the Apple TV immediately. But make sure it’s a perfect experience for the consumer so that it’s not another Maps screw-up before shipping. Move faster. But don’t rush. Kill Facebook (FB), Amazon (AMZN), and Google. But don’t spread yourself too thin and get distracted from the core focus. Deliver amazing products. But do it a lot faster and in a lot more varieties. “Innovate” a few more products out of thin air that people will buy 100 million of within two years. But do it every year if possible. Be more charismatic like Steve Jobs. But continue to be an expert on supply chain. Change Apple. But never let Apple change from how it was under Steve. [Long AAPL and YHOO]
According to his critics: Grow Apple’s (AAPL) market share. But keep margins above 44%. Put out 8 different versions of the iPhone simultaneously, including ones with larger screens, like Samsung. But keep the margins above 44% and recall you only get the full profit benefit of a new iPhone in the 2nd half of its production run. Spend billions on marketing like Samsung. But let the product sell itself so that it stays premium. Get more people in the emerging markets on to the iOS platform. But don’t put out a cheaper iPhone and sacrifice margins. Reinstate Google (GOOG) as the primary Maps supplier on iPhone. But strategically position Apple to be a leader in mobile, search, and maps in the future. Shut down Siri because it never works. But figure out how to leapfrog Google in search in the future. Use the $137 billion cash on the balance sheet. But don’t make wasteful high-priced acquisitions. Innovate. But wring every dollar of profit of your existing product portfolio. Build every product in the USA instead of China. But stop making premium priced products and don’t charge a dollar more for your existing products. Don’t try to be Steve Jobs. But do everything that Steve Jobs would have done. Don’t let the iPads cannibalize Mac sales. But sell way more iPads. Buy back more of your stock. But innovate, vertically integrate more through buying more microprocessor companies, and keep some powder dry to buy Twitter or a few other big companies. Get better in Web Services. But don’t spend money buying Yahoo (YHOO), Twitter, or Foursquare. Don’t give customers a bad experience by kicking out Google search, Maps, and YouTube. But don’t strengthen Google any more by supplying virtually all of their mobile search revenue. Don’t pursue costly patent battles. But protect your core IP and don’t let Samsung rip off your innovations. Move faster in China. But make money doing it. Hire back Scott Forstall. But also retain Bob Mansfield and Jony Ive the way Steve Jobs was able to. Ship the Apple TV immediately. But make sure it’s a perfect experience for the consumer so that it’s not another Maps screw-up before shipping. Move faster. But don’t rush. Kill Facebook (FB), Amazon (AMZN), and Google. But don’t spread yourself too thin and get distracted from the core focus. Deliver amazing products. But do it a lot faster and in a lot more varieties. “Innovate” a few more products out of thin air that people will buy 100 million of within two years. But do it every year if possible. Be more charismatic like Steve Jobs. But continue to be an expert on supply chain. Change Apple. But never let Apple change from how it was under Steve. [Long AAPL and YHOO]
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