After Steve Jobs relinquished his position as CEO of Apple, the succeeding CEO became Tim Cook who has seemingly adopted a new business model for Apple that is not necessarily akin to Steve Jobs’. While Tim Cook also believes in Steve Jobs’ former method of new and innovative products, he has been utilizing Apple’s significantly sized market share of loyal customers in order to provide only incrementally changed products while knowing the company’s large and loyal user base will upgrade to the newest devices being produced.2