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"Apple needs to do something different and something new," she said, referring to the underlying problem illustrated by the rumor mongering. "Whatever it is, say the iWatch or wearables, Apple needs more than an upgrade, needs to come up with something else that gets people excited about the brand. Upgrades [to existing products] are just not good enough."
That belief, widely expressed by others, has been the background for the criticism of Apple and more specifically, Cook, in the last 15 months. After the Cupertino, Calif. company's stock price fell from its September 2012 high, some began to wonder whether an Apple without co-founder Steve Jobs had run out of ideas andexhausted its ability to innovate.