Apple's Real Challenges

Under Jobs, Apple did an extraordinary job of changing how entire markets worked: music, movies, smartphones, tablets, laptops, all of it. But it’s been a long time since Apple offered any change on that scale, and a visually refreshed iOS 7 and the new Mac Pro aren’t proof that it still can, regardless of how bright the neon icons are or how cool those auto-illuminating port labels might be. Until the company can master data and services — a critical component of how things work in 2013 — all that’s left for Apple is how things look and feel.

Apple’s achilles heel is clearly cloud services and they need to improve with more urgency than they are currently showing.