Apple Should Know Cash Means Freedom in Tech Markets

By Don Reisinger  |  Posted 2012-02-15 Print this article Print


5. Deliver new products

You know all that talk about an HDTV Apple might launch this year? Apple should make it all come true. The company might also consider launching products in other markets simply because it has the cash to make a difference in those spaces. Cash is freedom in the technology market, and Apple has an abundance of both. Why not take advantage?

6. Invest in the supply chain

Apple's supply chain is the best in the business. But as with any company's channel, it can be improved. That's why Apple should take some of the billions of dollars it has and invest in its supply chain. That could mean buying up some production facilities or simply streamlining the channel. Either way, improving its supply chain, which ultimately increases profits, would be a good idea.

7. Make a goodwill investment in factory workers

Apple has come under fire from critics who say it is not doing enough to protect workers in Foxconn plants around the world. A number of Foxconn workers have committed suicide over the last couple years, and employees are complaining of poor working conditions. Although Apple doesn't own those companies, it recently enlisted the help of the Fair Labor Association to audit them and ensure working conditions are up to par. Maybe with all its cash, Apple should invest in those workers to make even more progress on its goal of improving their lives.

8. Help store employees, too

Too often, Apple Store employees are ignored when it comes to Apple discussions. The people who work at Apple stores around the world are the unsung heroes that make the company so successful. In fact, it's believed Apple makes more than $400,000 per employee each quarter. That should be enough for the company to realize it should give them a little bonus this year as thanks.

9. Charitable investments would be nice

When Steve Jobs was running Apple, the company was not engaging in as much charitable investment as some critics would have liked. Now that it has nearly $100 billion in cash on hand, it might be a good idea for the company to up its charitable giving and establish itself as a standout in the philanthropic community.

10. Keep attracting top-tier executive talent

The nice thing about having so much money is that investing in top-tier executive talent isn't all that difficult. Whether it's Google, Microsoft or any other company out there, Apple should try to find the very best executive talent€”and pay them whatever they require€”to help Tim Cook become even more successful in his position.

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Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Since then, he has written extremely popular columns for, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at

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