The fundamental challenge facing the leadership team at Apple is not about strategy, but rather capacity. The question that stands in the way of its heroic future is: How do we redesign the organization of our business to deliver on the following interconnected fronts?
- Doubling the number of Apple stores to facilitate broader adoption.
- Building iTunes into a media storehouse accessible across all screens (phone, TV, PC, etc.).
- Catapulting the iPhone into a 3G global platform that spans networks and geographies.
- Turning the TV into a 21st century device that can manage our media-intensive homes (more on this in a future article).
- Bringing the price point of Macs down further to make switching costs negligible.
- Taking the iBook off the shelf and rebooting it as the breakthrough that the Newton promised (and failed) to be.
- Engineering OSX into a corporate-ready operating system that steals share from the Windows hegemony.
- And, oh yes, evolving the iPod to be an indispensable part of people’s lives for years to come.
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