When apple will fail?

When we stop making insanely great products. When we chase profits instead of build things we believe in. When we hire people who want a career instead of people who want to change the world. When we forget that it's about the intersection of technology and liberal arts. That's when. Not before. We almost died once. I know what that looks like. We were making too many products, all of them mediocre, all of them trying to be everything to everybody. When I came back we cut the product line to four quadrants — consumer, pro, desktop, portable. Everything else got killed. Focus. That's what keeps you alive. The minute you lose that, the minute you start thinking quarterly earnings matter more than making something beautiful — that's when you fail. But it's not going to happen on my watch.