One thing you should never do in business is to rest on your laurels. You should never assume that your competition is going to give you a free pass. Every business has to fight for every customer, especially in a down economy. Now then, Apple Computers is the largest company in the world by market cap, and they’ve had a hell of a run with Steve Jobs and his creative genius. Their innovation has been quite stunning, even if much of their new technology has been borrowed from other places, and repackaged together in absolutely beautiful devices. Okay so let’s talk shall we?There was an interesting article in Physorg (dot) com Online News recently titled; “BlackBerry CEO says iPhone is outdated,” on March 22, 2013 by Rob Gillies.Now you might laugh about that considering BlackBerry was the one that didn’t innovate when it should have and they got passed by like they were standing still by Steve Jobs and Apple’s iPhone. They lost the smart phone business market, all the while BlackBerry insisted that they had it locked down, and no one would be interested in switching to the Apple iPhone. Now the BlackBerry’s stock price has just all but crashed, they are making a comeback. I say better late than never, and I’d also say the BlackBerry CEO is correct.Further, it’s because of their mistakes in the marketplace and failure to innovate which has got them where they are today, now they are the underdog fighting the leader; Apple. Thus, you could say the BlackBerry CEO is talking from experience, he knows what it’s like to go through a downturn going from innovator to a secondary competitor. Of course, one can also note that adversity builds character, and even if BlackBerry doesn’t sell very many of its new smart phones, they could probably go into the business of selling character because they have plenty of it now.Indeed, I’m sure for years to come business students at the top MBA schools will be studying these case studies, and they will know what the turning points were of going from market leader to the back of the pack. This is no time for Apple to rest on its laurels, in fact they should be coming out with the iPhone eight by now, and it should have holographic imagery like a Star Wars phone. We have that technology, and I suppose if Steve Jobs were still around he’d make sure it came forth. Please consider all this and think on it.