Apple is at the eye of the storm, where its devoted followers expect it, but no longer regard it as a pioneer in the industry. It has turned to defending its territory rather than breaking new ground. Taking the newly released iPad Mini into consideration, the post-Jobs company did something its late leader disdained – Apple engaged in implicit combat with its competitors, chief among which was Samsung. In addition, they annoyed some of their best customers whilst being squeezed by the unstoppable pressure of the rapidly evolving industry. In a market of avid early technology adopters, sales, by and large come from new and refreshed products. Hence, the iPad Mini and iPhone 5, amongst other Apple products, were recently debuted. Recently, Apple announced their fourth quarter earnings for 2012 which showed a staggering $36 billion turnover and $8.2 billion net profit. As stated, the two core product lines that I aim to focus on are Smartphones and Tablets. Apple sold 26.9 million iPhones in this quarter in comparison to 17.01 million in 2011. 14 million iPads were sold which is a 20.5% growth increase in one year. This being said, it has never been Apples’ number one goal to capture the majority market share, nor become the most valuable company in the world. At the core of Apple it was always Steve Jobs’ vision to produce only “insanely great” products.