What Apple Isn't Doing

This article has it backwards. Apple is already doing more than it should.

Apple's competitive advantage, historically, is its reputation for making reliable, high quality products with innovations that make them easy to use.

The phone and computer markets are saturated. The strategy of selling higher priced devices isn't a bad idea. The big problem, if Apple wants to avoid a repeat of the 1990s, is that those devices need to merit the higher price. I don't believe they're headed in the right direction on that front.

The more products Apple makes, the less focus each product will get. Apple should simplify its lineup again, and make sure what devices it makes are back up to the quality that they had a decade ago.