Apple belongs to Technology industry, in subsector of computer manufacturing. So in my point of view, effective implementation and the continuous technological change is commonly to be seen as a strategic weapon in the battles of a company against competition.
Especially change the product and keep on inviting new products is the core critical ingredient for success in this industry. Just like what Steve Jobs says in an interview back to 1996, “When you have a monopoly market-share, the company’s not any more successful. So the people who make the company more successful are the sales and marketing people, and they end up running the companies. And the ‘product people’ get run out of the decision-making forums. The companies forget how to make great products. The product sensibility and product genius that brought them to this monopolistic position gets rotted out by people running these companies who have no conception of a good product vs. a bad product. They have no conception of the craftsmanship that’s required to take a good idea and turn it into a good product. And they really have no feeling in their hearts about wanting to help the costumers.” (“The Eight Greatest Quotes from Steve Jobs: The Lost Interview” by Ryan Carey on Tech.

If there is something wrong going on within the company, two major things will be affect: first, the stock price of the company will be affected, and second, it will upset shareholders which might cause reduction of investing from them.