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Apple can take one of two directions

- focus on data, like google does, by massively investing in siri (they should make forstall in charge)

- focus on design, but expand out of consumer electronics (which will shrink) into cars and robots, like tesla and rethink robotics (tim cook and jony ive are the right people for that)

Their current niche, square screens and possibly google glass is a dead end

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