Mr. Cook has pledged that Apple will enter a new product category
later this year. People familiar with the company’s plans say
that Apple is working on a smartwatch with advanced sensors to
track a user’s fitness and health. Apple is expected to introduce
the new device, as well as a larger iPhone, in the fall, these
One challenge facing Mr. Cook is what Wall Street calls the law of
large numbers: even a successful new product may barely move the
needle for Apple, which generated $171 billion in revenue in the
fiscal year ended last September. A flop could underscore that
Apple’s product heydays are tied to the late Mr. Jobs. […]
Mr. Jobs’s repudiations bruised feelings while making sure the
company stayed focused on a few projects. Under Mr. Cook, current
and former employees say Apple may be spreading itself too thin,
pursuing too many ideas and compromising the “laser focus” that
Mr. Jobs used to create the iMac, iPhone and iPad.
Last year Apple desperately needed new products and Tim Cook was failing as CEO because Apple wasn’t delivering them. Now that they seem poised to deliver new products, Cook is “spreading the company too thin” and even a successful product won’t affect the bottom line so why even bother, right?
Look for that refrain to be repeated; it seems to be the new Apple narrative.