Under Tim Cook, Apple has focused more on strengthening its already created products. Where Jobs was building up a company that almost declared bankruptcy, Cook took over a juggernaut in the tech market meaning it was a much different company than when Jobs was CEO.1 So far, he has focused on tweaking the already existing products that Apple has released. For example, instead of having any true innovation with the newly released iPhone 5, Cook focused on tightening up many aspects of the existing smartphone model, i.e. the iPhone 4; he increased its size, allowing it to compete with other larger phones such as those created by rival Samsung and cut Apple’s contract with Google for its Maps service and replaced it with a proprietary map system. [2, 3] While there have been problems with the new map service initially, the move allowed Apple to rely less on Google and shore up its own service platform, which will pay off in the future.