The real threats:
what really might bring down Apple
We know Apple has enough money currently to ensure that it could survive even the most drastic slip in fortunes. But that’s not to say it couldn't falter and fade from the prominence it holds now: no company is invincible (just ask Sony). So which potential pitfalls should Apple avoid?
Missing the boat
It’s often said that Microsoft ‘missed’ the internet, and it’s fair to say that BlackBerry failed to recognise the impact the iPhone would have, to the detriment of both companies. In hindsight, these are key moments in tech history, and it’s hard to imagine Apple making a similar mistake – but Apple does ‘choose’ to miss certain boats, such as netbooks. That was the right decision, and its current decisions to avoid 3D, wireless charging and NFC will probably prove correct, but it’s possible that it will miss something big. Apple has the luxury of being important enough to dictate when some of these technologies might take off (such its inclusion of low-power Bluetooth Smart heralding a flow of new wireless accessories), but there’s another possibility: that an iPhone-sized disruption is heading towards the technology industry, and Apple has no answer for it. It seems unlikely, but then, so did the iPhone.
Factors outside of its control
Apple, like most large-scale technology companies, is heavily reliant on China for both materials and manufacturing (and, increasingly, sales). If China restricts access to any of these, it could become difficult for Apple to maintain a flow of business. There are possibilities such as oil shortages or embargoes, which can restrict shipping products. Changes in currency values and general economic stability can also affect some companies more than others, from manufacturing to sales. Bad decisions made during this time could make it difficult for a company to recover.
Changing the company
If Apple did listen to analysts and start chasing market share or hollow spec lists by just ditching the idea of cultivating and honing its user experiences, it could quickly lose what makes it stands out – what makes its products desirable. Many aspects of the iPhone, such as its multitouch interface, have already been commoditised, but usually without the level of care that keeps Apple products at the top of customer satisfaction surveys. If that edge went, it could lead to a long slow decline for Cook and Co.