Like other public companies, Apple is judged by financial analysts on its ability to maintain and improve unit volumes and revenues, market share and margins. But since it would be difficult for Apple to substantially increase its share and profitability in many of its categories, what Apple is really judged on at a macro level is its ability to disrupt, launch and capture the value in product categories.
In this, the company isn't quite alone; Amazon and Google, for example, are also expected to be disruptive, but each flanks Apple. Since it ha
