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Apple Inc. investors have made it clear they want growth, which is why the company has lost 12% of its market value since Jan. 23, 2013, when it reported a flat quarterly profit and warned revenue growth would continue to slow.

Using some of its US$137-billion in cash to pay a bigger dividend, buy back more stock or issue preferred shares would surely staunch the decline in market cap, which has dropped 35% since last September. But Apple became a market darling because of its innovative products and that’s what investors really want to see more of.

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Apple . . . is on a mission of making products you didn’t know you wanted but then can’t live without. The financials follow

“Apple is a different kind of company — it is on a mission of making products you didn’t know you wanted but then can’t live without. The financials follow,” UBS analyst Steven Milunovich said in a recent note to clients.

But creating the next big product is no easy task, which is why investors are calling for Apple to expand its iPhone offerings, chiefly down in price and up in screen size.