As a Sauder student I have yet to experience an entire week, maybe even a set of three days, without Apple being brought up as an example in at least one of my classes. They are made out to be a god among men in the Tech industry and I for one have had enough. Not only is it boring students to hear the same example over and over again but in a lot of cases it’s a bad example! They are often inferred to have great diversification when they mostly sell the same product in different sizes and capability levels. Having said that, most of the blame lies on students themselves as the majority of Apple references come when they are asked to participate. This is why I purpose a moratorium on Apple references. I believe that by doing this we will foster learning such that we hear about companies that are outside the general knowledge sphere. I loved it when I was introduced to companies such as Tagga, Zara and Zappos and even have a friend that started shopping on the latter. By forcing students to come up with new refreshing answers our base of information will expand.