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Opinion

10 big issues Apple should address in 2018

For Apple-focused writers, no subject is as thankless as a “what should Apple do” article. Why should any mere journalist presume to offer guidance to a company that has weathered decades of second-guessing, only to emerge at the very top of the heap? Some of Apple’s more… devoted fans treat even light criticism of the company as heresy.

I believe that even wildly successful companies can get better, and that for all of its financial acumen, Apple could clearly benefit from some outside perspective to improve in 2018. In that spirit, here are 10 topics for consideration and discussion; I hope they inspire Apple to “think different” next year.

10. Let iOS devices automatically adjust to cars, offices, and homes

Two years ago, Apple introduced a new feature called Proactive that was supposed to use time or location information to help surface apps and information — a narrower version of Google Now. iOS devices need to be smarter and more capable than that.