Since Steve Jobs passed away, Apple has been in noticeable trouble to innovate and show the world new devices to keep the company on the top spot of the technological revolution, changing the way people think about their lives with Apple products in them. However, with the company losing ground in almost every market it has a hand in to companies like Samsung and Google, Apple's board is telling CEO Tim Cook he needs to figure out a way to fix the issue and he needs to do it now.
Apple's board consists of a lot of major players in the American business world including former vice president Al Gore; Bill Campbell, chairmen of Intuit; Roger Iger, CEO of Disney and Millard Drexler, of J. Crew. All of these people have grown deeply concerned with the direction the company is taking over the past few months caused by its lack of visible innovation.
While it's true the company has likely got some top-secret developments in the works, such as the much rumored iWatch, there is nothing for customers to get excited about or to give them a reason to stay patient and wait out whatever innovations the company has in the pipeline, however long they'll take.
According to Fox Business report, the directors are finally getting worried after Apple lost its once massive smartphone market share with the iPhone, saw its tablet market share cut in half, seen its stock slump from a high of $700 last year to its current $461 and facing significant declines in the international market share. According to Venture Beat, all of these things are cause enough for the board to want to get Tim Cook moving into high gear.
Cook's job is likely not at risk but the board is worried, according to Fox correspondent Charlie Gasparino who claims inside sources with knowledge on the matter.
"What have they had lately? They have had the iPad, they've had a few other things, but they don't have anything innovating from what came from Steve Jobs," Gasparino said. "And that concern is basically manifesting into pressure on Tim Cook to innovate - do something fast."
Apple is expected to have several innovations coming in the fall including the revolutionary new iOS 7, the likely reveal of the iPhone 5S and the cheaper plastic-backed iPhone C for lower-income users as well as new iPads.
As other companies that rival Apple are on the rise, this "concern" from the board might be the precursor to a much more difficult conversation about Tim Cook's ability to handle his current position. Only time, and new products, will tell if Cook's Apple can turn things around.
