Tim Cook's leadership of Apple, unfolding after almost a year

"These are some strategic marketing principles that shape how I think. Most, if not all, of these principles are stolen. P.S. This is a list in progress, so do your part for the empire and jump in the comments."

When you look at a 7-inch iPad, or any other Apple product, don’t look at how it affects its competitors, but rather how it fits into Apple’s product strategy. Doing that will make things a lot clearer.