Skip to main content

Brand expert: Apple needs to 'step up or shut up'

By Oliver Joy, CNN
July 23, 2013 -- Updated 2245 GMT (0645 HKT)
While the iPad still leads the way, the tablet-computer market has become a more diverse and competitive one in the past year or so. Users looking to upgrade from their smartphone screen, or get simpler than a laptop, have options that include Apple's offering, as well as new designs from Samsung, Google, Microsoft, Nokia, Asus and others. While the iPad still leads the way, the tablet-computer market has become a more diverse and competitive one in the past year or so. Users looking to upgrade from their smartphone screen, or get simpler than a laptop, have options that include Apple's offering, as well as new designs from Samsung, Google, Microsoft, Nokia, Asus and others.
HIDE CAPTION
The hottest and best-known tablets
iPad Air
Nokia Lumia 2520
Microsoft Surface 2
Samsung Galaxy Tab 3 10.1
Kindle Fire HD
Google Nexus 7
Asus Transformer Infinity
<<
<
1
2
3
4
5
6
7
8
>
>>
STORY HIGHLIGHTS
  • The Wall Street Journal reports that Apple is experimenting with iPhone screen sizes
  • California-based Apple's stock price has dropped 40% over the past 10 months
  • Gabay believes rivals, notably Korean-technology company, Samsung, are starting to gain ground

(CNN) -- It's time for Apple to "step up or shut up" when it comes to launching new products, according to brand expert Jonathan Gabay.

The Wall Street Journal reports that Apple is experimenting with iPhone screen sizes larger than the current four inches while also trying out larger iPads with a gigantic 13-inch display. The rumors, whether true or not, are "typical Apple" before a big earnings report, according to Gabay, who is an author and speaker on brands.

Following flat smartphone sales and no low-cost product on the market, shareholders are bracing themselves for a heavy drop in profits when the company reports fiscal third-quarter earnings on Tuesday.

The California-based tech giant has failed to launch any new products in the last three months and Gabay believes rivals, notably Korean-technology company Samsung, are starting to gain ground with models such as the Galaxy S4 providing a cheaper alternative.

Apple profits fall but beat expectations

He told CNN: "I think that since the demise of [Steve] Jobs people have been concerned about what will happen to the Apple brand. People have been anticipating something that will show that Apple is still original."

Gabay said the pressure is mounting on Apple boss Tim Cook -- who took over as chief executive officer in 2011 following the death of Jobs, the company's founder -- to come up with a product that will inject life back into the company.

He added: "The pressure is definitely there. People are looking at price as well as technology, given the economic times we're in. That gives Apple a bit of an issue because they've always been high-end market."

"I think he [Cook] has done a great job organizing the company. But I think now people are saying 'time's up.'"

The company's problems have been well-documented over the last year. The company's stock price has dropped 40% over the past 10 months and in April Apple announced that earnings fell year-over-year for the first time since late 2003.

However, the company is still expected to post $35 billion in sales and $6.9 billion in profit. Apple is currently the sixth largest U.S. company measured by revenue, and its sales are expected to grow by 9% in 2013.

ADVERTISEMENT
Part of complete coverage on
November 27, 2014 -- Updated 1521 GMT (2321 HKT)
The first human trial of an experimental Ebola vaccine has produced promising results, U.S. scientists said.
November 27, 2014 -- Updated 1415 GMT (2215 HKT)
Darren Wilson, the police officer who fatally shot unarmed black teen in August abandoned home after address made public.
November 25, 2014 -- Updated 2236 GMT (0636 HKT)
HBO -- backing a documentary based on "Going Clear," a book about Scientology and Hollywood -- isn't taking any chances with legal side.
November 26, 2014 -- Updated 1935 GMT (0335 HKT)
Grandmaster Nguyen Van Chieu has devoted his adult life to spreading the word about Vietnames martial art, Vovinam.
November 28, 2014 -- Updated 1847 GMT (0247 HKT)
England cricketer Nick Compton shares insight into "drive and courage" it takes to face fears as top batsman.
November 27, 2014 -- Updated 0059 GMT (0859 HKT)
Ferguson police officer Darren Wilson says he was just doing his "job right" when he shot and killed black teenager Michael Brown.
November 24, 2014 -- Updated 0118 GMT (0918 HKT)
The interior of the Formosa Boulevard Mass Rapid Transit Station in Kaohsiung, in southern Taiwan.
Stunning stations where your first priority won't be finding the nearest exit.
November 25, 2014 -- Updated 2318 GMT (0718 HKT)
Turkish President Recep Tayyip Erdogan says women's "nature is different," sparking fury.
November 24, 2014 -- Updated 1043 GMT (1843 HKT)
A 30-year-old woman has been charged with attempting to kill a baby police say spent five days down a drain before being discovered by cyclists.
November 21, 2014 -- Updated 0121 GMT (0921 HKT)
If it wasn't for a comic's skit, Bill Cosby would still be America's favorite father, says expert.
November 24, 2014 -- Updated 0051 GMT (0851 HKT)
Where do hip young things hang out in Taiwan?
November 21, 2014 -- Updated 1550 GMT (2350 HKT)
Obama orders the most sweeping overhaul of U.S. immigration in decades, prioritizing the deportation of "felons, not families."
November 18, 2014 -- Updated 2106 GMT (0506 HKT)
Fighters loyal to ISIS are now in control of Derna, a city on Libya's Mediterranean coast.
November 21, 2014 -- Updated 2319 GMT (0719 HKT)
China and likely other countries have the capacity to shut down the U.S. power grid, says the NSA.
November 19, 2014 -- Updated 1945 GMT (0345 HKT)
The founder of a U.S. nonprofit that works with returning soldiers is named CNN's Hero of the Year.
November 28, 2014 -- Updated 1754 GMT (0154 HKT)
Each day, CNN brings you an image capturing a moment to remember, defining the present in our changing world.
Browse through images from CNN teams around the world that you don't always see on news reports.
ADVERTISEMENT