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News Link • Technology: Software

Apple in race to keep ahead in 2012

A white iPhone, white iPad and white iPod touch were the most noticeable physical changes to Apple’s products this year, although it updated its devices' internal hardware and introduced new software and services to retain its edge.
But industry analysts say Apple needs to do much more in 2012 if it intends to stay ahead of rivals and ensure employees are still inspired to work for the world’s leading technology company, following the death of co-founder and chief executive Steve Jobs in October.

“Next year is going to be a pivotal year for the company,” says Rob Enderle of the Enderle Group. “Apple for the last decade has clearly led the market and now the market has proved to be very good at being a ‘fast follower’.”

The tech analyst says Apple, with Tim Cook now chief executive, needs to explore new areas of technology to stay ahead.

An Apple spokesperson did not immediately respond to a request for comment.

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