selling lots of cool gadgets, iphones, ipads, ipods all sold at a premium to customers who said i have got to have it the problem of course with being cool is staying cool and acting cool does not keep you cool. you have to keep doing cool stuff. keep making cool stuff. keep outcooling the other guy s cool stuff. none of this is to say that apple is not a great company, it is. or that it doesn t make a lot of cool cash it does. not as great a company and not as much cash. i say this not just as an apple admirer heses who loves and buys a lot of the stuff but full disclosure apple shareholder for decades. apple s problems creeped up on itself. even after promising to buy back 60 billion bucks of its stock dividends to folks who own the stock. so, apple is owns the stock. company didn t get ahold