I came here prepared to ridicule this list but (which is my default position when it comes to anyone--particularly journalists--predicting the future), honestly

I came here prepared to ridicule this list but (which is my default position when it comes to anyone--particularly journalists--predicting the future), honestly, a lot of what's on this list has actually happened. > 1. Admit it. You're out of the hardware game. This one is interesting. It recommends outsourcing hardware production, which is clearly what happens now, but Apple is ultimately a hardware company now. All the design is in-house. > 7. Don't disappear from the retail chains. And now we have the Apple Store. > 8. Buy a song. Apple's advertising through the last decade has been iconic. Starting with the iPod, Apple has attached their advertising to a particular song (eg Jet's "Are you gonna be my girl?") launching a few music careers in the process, branding themselves and identifying those songs with the company. > 10. Get a great image campaign. Check. > 12. Build a fire under your ad agency. This one is both right and wrong. "People want to know about power". No they don't. Part of what makes Apple's campaigns of the last decade so successful is the simplicity of the message. Consider this classic: http://www.youtube.com/watch?v=4CPab8U5zTU http://www.youtube.com/watch?v=4CPab8U5zTU Apart from the very recognizable graphics of people dancing with their iPods, the ad says three things: - iPod - Mac or Windows - Apple (logo) Look at one of the iPad ads: http://www.youtube.com/watch?v=JP8wKtFA4Io http://www.youtube.com/watch?v=JP8wKtFA4Io Unlike what competitors are still doing (which is bullet-pointing tech specs and saying what the competition can't do), Apple gives a very simple and crafted message about what you can do and how easily you can do it. > 16. Take better care of your customers. Check. > 19. Get rid of the cables. Check. > 27. Relocate the company (to Bangalore) This one is downright hilarious. > 29. Work closely with Hewlett-Packard, This one is about battery life, which Apple leads the industry in (now). > 31. Build a PDA for less than $250 iPod Touch anyone? > 34. Port the OS to the Intel platform, Check. > 37. Take advantage of NeXT's easy and powerful OpenStep Check. > 39. Build a laptop that weighs 2 pounds Check (Macbook Air, arguably iPad). > 47. Work on ways to make your lower-end models truly upgradable. The increase in computing power has solved this problem. People don't like upgrades, or rather they don't like needing upgrades. People are still happily using Macs from 5+ years ago today for most things that most people do, which interestingly has screwed the Microsoft business model (which was and still is reliant on churn). > 50. Give Steve Jobs as much authority as he wants in new product development. HUGE check. > 70. Simplify your PC product line. Check. As lists go, this one isn't bad.