Recently, a high school friend of mine, and now Commerce 101 peer at UBC’s Sauder School of Business, Nicholas Everett, blogged about Apple’s iPhone 5c/s’s tremendous sales result and profit growth even after undertaking its negative speculation. His insightful posting concluded with the question:” how much longer Apple’s iPhone will keep its growing sales trend, as it can’t last forever… right?” This question brings to mind the command that Microsoft had held over the technological market segment not much over than a decade ago. Reviews from that period in time likely posed similar questions to the one Nick had concluded post with. Well, new companies with groundbreaking technologies came in and dominated individual sectors that Microsoft once had a firm grasp on. It is my belief, that as long as Apple continues to focus on products that it excels at producing and revising, and refrains from drastically broaden its scope on new kinds of products, they will be a tough company to compete against. However; my concern is, given that Apple’s iPhone virtually has everything a consumer could want in a data device, what more can they offer by keeping their basic model without deter their customers by the complexities new technology has in store?