i was reflecting on Apple today as a company, and how much it has changed. the conclusion i came to today, was that Apple is looking like its on a downward spiral. straight back to where it was before Steve Jobs. this doesn't surprise me, because most the time in life, what becomes great, is not something that stays great forever; no, everything has it's time. so why is Apple heading back to where it came from? lets go back to when Apple was almost Bankrupt. from what i know of the time, Apple was producing most computer related things they could with their brand on it. it got pretty desperate. they were competing with Microsoft. Apple was once at the top of the market with computers. they essentially spearheaded computers into the market as a consumer machine, for consumer use. that was their empire. so you know what happens next, Microsoft and IBM came along, and won a new market, and Apple had Competition. with Apple and its empire, you can imagine some fear, with Microsoft and IBM on it's Radar, making big money, big success and capitalising on a market that shrinks apple's down. so what does Apple do? they have to fight for their position as that computer company that sells. we can't take this threat sitting down. and they drop to Microsoft's Level, it becomes more about competition and money and sales, and less about innovation, product, and what makes them different. you know what? this isn't an old story. its beginning to happen now. today, were witnessing the same thing happen. thanks to Steve jobs, coming back and reminding Apple what they should be focused on, and who they were as a company. apple got its wind back. and slowly but surely they got back to prosperity. Mac's ruled. steve jobs always knew, that Apple wasn't about the numbers, money, or selling the most Mac's, or having the biggest market. they were about making the BEST product to use, that you would want to use. Microsoft/IBM based computers, etc had the biggest market. and they dominated that, cheaper, business like market. but you know, Apple achieved its true goals: to get back, to make the best computers, and to have prosperity. and thats what matters. its like running the best restaurant, or selling the highest quality branded clothes. you're not ever going to have the biggest market of consumers. but you will make, and sell the best. Apple is THAT company. they strive for the best. its a luxury brand of electronics really. so why is apple, after making 2 steps forward since the 90's, now taking 3 steps backwards? they are seemingly reacting the wrong way to companies like SAMSUNG, HTC, etc etc. these companies, are the new IBM in new existing markets that APPLE either invented, or reinvented: the Phone, the portable Tablet computer and Portable Music. Apple have got Macs and iPods down. but Apple are doing themselves no good by considering cheaper quality iPhones, i.e. plastic. you know what apple needs to do? ignore the competition's numbers. and not be intimidated by their presence. Apple must learn that they can't monopolise a market to themselves. there will always be competition. and the best you can do, is focus on one market, and succeed. otherwise you just become a sony. you sell all shapes, prices. apple, make the best tablets. and they make the best computers. probably the best portable music players too. but now, the smart phone market.. they are paying too much attention to samsung. they need to focus on Phones that are based on Apple's DNA, not how many they sell, or wether samsung owns a bigger share of the market. forget cheaper plastic iPhones. just focus on making the best iPhone. the problem with apple, is they dont like sharing the markets they invent/reinvent, with competitors. apple need to accept that when they invent a market with a great product, they will dominate the market. but at some point, competitors will join, and expand the market. they will sell cheaper versions. thats consumer choice. it will always be there. apple just needs to focus on making the best ones. now the problem with apple, is not innovation, but focus. it seems nowadays that iOS and Mac OS are becoming stale in quality. bugs plague Mac OS nowadays, because they tried to bring the iOS philosophy, too much to the mac. they did this because they tried to seduce their iOS market, into buying their Mac computers, to sell more macs. which is a great idea. but they don't seem to know where its compromising the Mac rather than helping. nowadays apple's key to success is new hardware.newhardware.newhardware..new hardware.. every year. new sales records, new sales records, new sales records. records don't really matter. and new hardware, especially expanding into cheaper alternatives, is just slowly destroying what made Apple, Apple. if Apple reinvents the television market, with 'Smart Televisions' im sure they will make the best TV. if not the best visual quality, atleast the best Smart-TV and they will dominate a new market perhaps. but if apple wants to stay at the top, they need to ignore it when samsung and others copy, and sell cheaper quality versions. they don't want to start making cheaper tv's and start competing for market. because the focus goes to numbers, and penny counting. bad Apple.