This will sound presumptuous with Apple having a market cap of $320 billion and me being a random internet blogger, but I’ll say it anyway. If Apple stays on its current course it will likely face upheaval in its business model.
Two trends are at work. First, mobile device manufacturers are catching up to Apple. Further out on the timeline, hardware will become so commoditized and inexpensive that some unexpected players will enter the market: namely, apparel manufacturers. It’s this latter trend what would keep me up at night if I were an Apple executive.
Trend #1: It’s not news that Apple is beginning to see a pullback. As the Wall Street Journal noted, relative to the S&P 500 Apple’s pullback began in September.

Source: Wall Street Journal
Okay, so no big deal. It’s just a minor downturn until the Ipad3 comes out, right?
Well, two things. The premature (and likely, avoidable) death of Steve Jobs was a bodyblow to the Apple’s advertising and branding — particularly in a time where advertising is undergoing a seismic shift. Regardless of what people think of Jobs as an inventor or as a person, one thing is certain: he’s right up there with Warren Buffet in his virtuosity to manage/manipulate public opinion. While this may sound cynical, Apple is a business. When a business loses a charismatic figurehead who can cut through the white noise and convince consumers “it’s not really about the money”, it translates into a financial loss.
Secondly, on the mobile front, Apple is running out of options to land the next big device. Apple will likely continue to develop more polished products than its competitors, but it has lost its ability to catch them off-guard. How did Apple do this for the past several years? Several reasons.
It brought polished mobile products to market several months ahead of its competitors, and to do so, charged a premium. In reality, they could charge even higher prices based on a streamlined retail experience and brand loyalty. Secondly, it would often tie up the global supply chain to further delay the competition. BusinessWeek has a good article on this.

"Stay hungry. Stay foolish."
There are still some fairly amazing features yet to be added to mobile devices, like pico projectors, but they are exactly that, features, not entirely new devices themselves. Apple may be the first to bring them to market, but competitors will likely be close behind. And the closer the release dates, the more it becomes about price. That is a battle Apple would like to avoid.
But what about Siri? It sounds heretical, but I don’t think voice-command is the future of mobile search. There is definitely a place for it, but the most natural use for Siri is in your car. It is more plausible to have a powerful computer built into your car — which will likely be your primary voice-operated personal assistant — than to delegate to your cellphone. Of the big tech companies, who is making the biggest strides in the automotive industry? So far, Microsoft. And obviously Google is doing amazing things of its own. If Apple is going to move on the automotive front, it needs to be soon.
Moreover, I suspect future search engines will be more like predictive suggestion engines or advice engines, with the end user playing a more passive role. With the advancements in machine learning, I think this is closer to reality than most people realize. Data is a premium for any company in this field. In that regard, it would seem that Google is winning.
The only other “next big mobile device” I can see on the horizon is an augmented reality device (video projected on top your surroundings) or a virtual reality device (TV glasses). It sounds SciFi, but Apple filed a patent for a virtual reality device. Sony recently released the HMZ-T1 virtual reality device in Japan for $800. So far, the only retail augmented reality device I can find is the Vuzix VR1200, which retails for $600.
Some observations about these devices. They are crude first attempts. In my even cruder estimation, it will likely be at least two years before we see an affordable, consumer-ready virtual reality device. For augmented reality, it will likely be longer. More importantly, most major electronics companies see the potential in this. Hell, anyone can see the potential in this. So unless Apple brings these to market soon, it will likely be a crowded field.
Trend #2: I see this playing out over the long-term horizon (maybe 5+ years). If you look at current mobile devices, there are some undeniable trends at play.
Some may indignantly ask, “So what?”
It’s not hard to imagine mobile technology ultimately blurring the line between electronics and apparel/accessories. If this sounds far-fetched, then realize Apple is aware of this trend. In 2010, they hired on Richard DeVaul, an expert in wearable computers. (He was subsequently hired by Google).
We’re already seeing the beginnings of this trend with the Nike Sportwatch+ and the Motorola ACTV. These devices are just the primitive first steps. It’s not that much more of a stretch, if you take Moore’s Law seriously, to imagine that hardware will become so inexpensive and commoditized, that apparel companies will be among the main players in the mobile market.
Consider one example scenario: a partnership between Apple and an apparel company. While Apple has the experience on the hardware side, apparel companies will have the overwhelming advantage in advertising and marketing. Moreover, as time progresses, it will be easier for apparel companies to embed computers in accessories or clothing than for Apple to make and market apparel.
This presents problems. First, if Apple were to partner with say, Gucci, it introduces a barrier between Apple and consumers. While these sort of partnerships can start off nicely, technological change can fundamentally alter the dynamics of the relationship. Look at Amazon and Borders. Secondly, for every pair of Gucci+Apple glasses sold at Nordstrom, that is one less customer walking into the Apple store, which has been a big part of their success to date.
Of course, the other option is for Apple to start making accessories themselves. But does Apple really want to do that? I just can’t see it.
Perhaps this is why it was so incredibly short-sighted for some to dismiss the emergence of the Android operating system. The amount of money Google makes from it is inconsequential. But if Android becomes the dominant mobile OS now, then it is much more likely that Google search will dominate in a world where wireless technology is ubiquitous and everything is interconnected — from wallets to televisions. If that happens then Google will enjoy a comfortable software perch from which it can see hardware companies below scrambling to adapt, one of which may be Apple.
I’m not saying all of this will come to pass. After all, I’m just a blogger. But if I were an Apple executive, it would keep me awake at night.