7 Things Apple Must Do in 2013

On nearly every front, 2012 was a great year for Apple. The company’s No. 1 selling tablet got a hot-selling little brother in the iPad mini, and the iPhone 5 is a smash hit. Plus, Apple has the best-selling laptop in the United States with the $1,199 MacBook Pro. On the other hand, Android had a big 2012, too, with Google’s OS gobbling up 75 percent of the market share for all smartphones shipped. Plus, Apple’s tablet share has dropped 10 percentage points in a year thanks to low-cost slates like the Kindle Fire and Nexus 7.

Apple has also had its share of self-inflicted wounds, such as a half-baked Maps app that led to the ouster of senior VP Scott Forstall. And while Apple is still worth $135 billion more than Exxon, the company’s stock has fallen nearly 20 percent from an all-time high of $705 in September, to below $580. Part of that decline is due to a perception that Apple is merely iterating instead of truly innovating. Here’s what Apple needs to do in 2013 to be more innovative, more profitable and (yes) cooler.

Editor-in-chief Mark Spoonauer directs LAPTOP’s online and print editorial content and has been covering mobile and wireless technology for over a decade. Each week Mark’s SpoonFed column provides his insights and analysis of the biggest mobile trends and news. You can also follow him on Twitter.

AUTHOR BIO
Mark Spoonauer
Mark Spoonauer
Responsible for the editorial vision for Laptop Mag and Tom's Guide, Mark Spoonauer has been Editor in Chief of LAPTOP since 2003 and has covered technology for nearly 15 years. Mark speaks at key tech industry events and makes regular media appearances on CNBC, Fox and CNN. Mark was previously reviews editor at Mobile Computing, and his work has appeared in Wired, Popular Science and Inc.
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  1. RazorGT Says:

    My suggestion is never use any conjugation “swag” ever.

  2. John Smith Says:

    If Apple never tries to appease the mass market is just fine for me. Sure bring out the useful/cool features but stay true to your core Apple.

  3. Ray Says:

    Apple must make editing and transferring photos more flexible and open up the iOS a little

  4. Thomas Geis Says:

    Apple needs to push their macs into large companies more.

  5. Michael Says:

    “Plus, Apple has the best-selling laptop in the United States with the $1,199 MacBook Pro.”

    Are you really trying to tell me that a $1200 MacBook Pro is outselling a $400 HP Pavilion?

  6. Mac Hammer Fan Says:

    You forgot one of the most important things Apple has to do in 2013:
    Bring a serious upgrade of the Mac Pro

  7. lalala Says:

    Mac Hammer Fan Says:
    April 17th, 2013 at 12:04 pm
    You forgot one of the most important things Apple has to do in 2013:
    Bring a serious upgrade of the Mac Pro

    +1

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