Licensing Mac OS X or iOS Is One of the Worst Ideas

By Don Reisinger  |  Posted 2012-01-31 Print this article Print


5. Turn his back on the iPod

During Apple's first fiscal quarter (calendar fourth quarter), the company revealed that only iPod sales were down during the period. That has caused some to wonder if Apple will start to turn its back on the iPod this year. To do so would be a huge mistake. The iPod, while not as popular as it once was, is still a great way to get young kids and people in emerging markets to warm to Apple's products. Turning his back on the iPod would be a huge mistake on Cook's part.

6. Get into licensing

Although many people have called on Apple to license iOS and Mac OS X to hardware vendors, Cook must fight that urge. Yes, the idea would yield Apple boatloads of cash, but it would also hurt its hardware business. And as Jobs said time and again over the years, Apple is a hardware company first.

7. Make a dumb acquisition

Apple has nearly $100 billion of cash on hand and can pretty much buy any company that it wants. But to simply spend cash on companies that might not add too much value to its bottom line would be a mistake. If Cook plans to make some acquisitions this year, staying away from a dumb buy should be paramount in his mind.

8. Leave iCloud as it is

Apple's iCloud platform is a great first step for a company that's trying to get into the cloud services business, but it doesn't go far enough. This year, Apple should bring video streaming, more enterprise features and a host of other improvements to iCloud. Cook must not ignore iCloud as a future major contributor to his company's bottom line.

9. Hold on to all that cash

As noted, Apple has enough cash to keep its business secure for years. But that doesn't mean that the technology giant should just hold onto it. Cook should consider doling out dividends to shareholders, acquiring companies that make sense for Apple to own, and investing in new research and development activities. Just sitting on $100 billion in cash is not necessarily a good thing.

10. Deliver nominal upgrades this year

For many Apple customers, 2011 was a bit of a down year. The iPad 2 turned out to be an iterative update over its predecessor, and despite hopes for a dramatically redesigned iPhone 5, Apple only showed off an iPhone 4S that mimics the design of the iPhone 4. Letting one year pass like that is fine, but two years is unacceptable to Apple fans. Cook better deliver major upgrades this year, or he could see a sense of disappointment grow among Apple's otherwise loyal and happy fans.

Follow Don Reisinger on Twitter by clicking here 

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

Submit a Comment

Loading Comments...
Manage your Newsletters: Login   Register My Newsletters

Rocket Fuel