In the last 8 years since the release of the first iPhone, Apple has not come up with any drastic and creative ideas. All they were doing was increasing the size of the phone, the processor speed and the camera resolution, otherwise the concept remained the same. Is there a possibility that Apple will experience a decline in innovation? Should they rely on the same marketing and advertising methods? Furthermore, Apple shares showed their worst performance in the last six years. It seems that the company has reached its mature stage and is in desperate need of changes to avoid decline. They need to go through a rebirth process like the company did in 1998 with iMac and in 2007 with