Love this satirical piece from Forbes: http://www.forbes.com/sites/ericjackson/2013/01/28/how-tim-cook-should-really-be-running-apple/ I especially liked the first four: Grow Apples (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 dont put out a cheaper iPhone and sacrifice margins. If only Apple were Amazon, where you can miss Wall Street expectations and have your stock climb 10% afterwards.