Suggest: Return Tim Cook to COO Fire Eddy Cue, Angela Ahrendts Stop using company time to promote personal agendas Spend the cash mountain on people to improve software quality Restore value for money. Stop screwing customers on storage, RAM, technology in general Stop selling old products at lower prices - make the iPhone lineup like a car company lineup Stop Jony Ive’s design team bottlenecking hardware development. Form multiple teams with responsibilities split between incremental and blue-sky change Stop eroding the Apple ecosystem to just the iPhone - bring back the Airport, Apple Display Stop selling all-in-ones i.e. iMac. Fix the crappy Apple cable design Dump TouchBar on laptops but retain TouchID Reduce the u.i. complexity of Apple Watch Kill old product e.g. MacBook Air Pursue Swift everywhere Make the W1 available to 3rd parties Make a large iPad without a rear camera. Copy the home screen design from Android Dump the MacPro bin design Bring Photos to Aperture equivalence and stop neglecting Pro users Either make iWork seamless with Office file formats or kill it Get iDevice syncing out of iTunes Integrate basic third-party apps as built-in utilities of MacOS Bring back hardware design with repairability "9 Good design is environmentally-friendly"