Apple is sitting on a mountain of cash. They are investing in R&D and supply chain. It would be foolish to spend it ALL on what you're suggesting. A company still has responsibilities to its shareholders and it's very appropriate, in my opinion, for it to consider dividends and buybacks AFTER things like R&D and supply chain are already well funded.
I don't think so. I believe it was one of my business professors that told me that one should only ever give money back to the shareholder (dividends, stock buybacks, etc) when one has no idea how to use the money - in other words, if there's nothing at all that you can do with it. That's why monopoly and near-monopoly utilities give back so much of their money. I own telecoms that give back nearly 10%. Most publicly traded electrical utilities that I can think of trade with a 5% dividend. These are companies that don't have any growth potential and minimal desire to upgrade their infrastructure as people have to buy from them anyway. Apple, on the other hand, is NOT in that situation.
Off the top of my head, there are many, many specific things that Apple could spend money on.
Technology:
- Bringing TSMC's next node to production as fast as possible. I forget if it's 22mm or 20mm, but smaller nodes are (at the moment) the single biggest factor in reducing power consumption. And getting TSMC there ahead of Samsung would give Apple a competitive advantage.
- Spending money on Sharp's R&D arm to get IGZO and other technologies up to spec. Potentially making parallax 3D work - I see so much potential on the Nintendo 3DS screen - retina resolution and 4x the refresh rate might make it usable for something like 3D video chat.
- Along the same vein, a 3D gesture based interaction paradigm for devices
- Updating iOS with something more than window dressing
- Use TouchID and NFC to build a working mobile payments system. Google screwed it up with their NFC implementation, Apple should show them how it should be done.
- Do more with Siri. Sure, she's last year's big new thing, but true AI and voice recognition that works (instead of just being a gimmicky bullet point) would be phenomenal.
Partnerships/Acquisitions:
- Buying a large stake in Netflix and Hulu to ensure that their content gets delivered on the current AppleTV box
- Working with content creators and distributors to get content on board for the next Apple TV (the actual TV set).
- Bring in more exclusives to the iOS/Apple app store
- You want gaming credibility? Take a minority stake in Valve (or some other major gaming studio)
- Buy Yahoo - they have a large stake in a Chinese search engine.
- Spend more on Maps
Products:
- Perhaps a quad camera (two front, two back) 6" iPhone 3D?
- People want hybrid convergence devices? Design one that isn't a hack job like all the other ones on the market. Between their own SOCs, industrial engineering prowess, and strong iOS/OSX integration, Apple has the pieces to do something like this.
- Why does the iPad have a higher res than the 27" Thunderbolt display?
- R&D into new materials and fabrication technology. Carbon fiber, magnesium, plastic that doesn't crack
- Buy up the whole world's supply of SSDs for Macs, just like they bought up the whole world's supply of NAND for the original iPod Nano or all of the 1.8" drives for the original iPod - nobody else could get significant quantities of NAND or small hard drives for their products for months after those products came out.
Advertising:
- Samsung outspent Apple in phone advertising last year.
- I haven't seen a Mac ad in months
Apple went from being laser focused five years ago to being complacent and reactionary in the past couple of years. They have the money to always be one step ahead of Google, two steps ahead of Samsung, and lightyears ahead of everyone else, they need to use it that way.