In the last 2 decades the world has seen Apple among the most innovative brands in the world. Apple is one brand that most of the people want to associate themselves with. Apple has judged the market perceptions quite well and provided people with the best innovative solutions. Not only that, it is also one of the most sought after brands employees want to work for. Apple has maintained its image as a luxury product with its premium price over these years and still has created its league in the market. Now Apple stands at a cross point where the major question before Tim Cook is where should he take the company to? He needs to maintain the image of the company as well as keep it going forward. Cook needs to prevent the company to reach the