Apple’s Future

During the Q&A portion of my Apple Talk, I’m frequently asked about Steve Job’s greatest invention and the future of Apple.

Steve Jobs's greatest invention was Apple, the company. This invention, and more importantly the principles it’s based on (best possible customer experience, simplicity, etc), is what keeps it going strong. Apple's greatest competitor isn't another company, product, or organization. Apple biggest threat is complexity. When looking at long term risk, Apple doesn’t focus on a thing, product, or event that threatens. Instead, Apple focuses on the principles of that threat to their core offerings and they have the imagination to immediately recognize threats when they're still small.