In that environment, the slow search for precision and perfection might no longer be in Apple’s best interest. Mr. Cook’s goal, now, should be to alter Apple’s governing ethos to induce a small measure of chaos into his company.

It is likely that Apple is already working on some bold plans in secret (a car and a pay TV service are among several that have long been reported). The shift I’m calling for would not be radical, just evolutionary. It should be more nimble and slightly more public with its experiments, and push more of them out sooner. When it releases stuff, it should move faster to fix and improve what is wrong. Above all, it should take more risks; it should say yes more often.

These changes will be difficult because they could upset Apple’s customer base and its brand. Experimenting more means failing more, usually in public. Failing means looking bad, and looking bad isn’t something Apple does well.

Image Credit... Stuart Goldenberg

The news media is especially unkind to perceptions of “failure” from Apple. When Apple’s Maps apps had flaws, it was considered headline news. (Never mind that Apple Maps is now much more popular than Google Maps with iPhone users.) The Apple Watch sold more units in its first year than the iPhone did — but because the watch was far from perfect, and it hasn’t yet become a must-have new gadget, it’s widely derided as a whiff.

Still, for Apple, a more freewheeling attitude, one that pushes it to put out more experimental products, could be worth the risk. We’re in an odd time in tech. There are lots of new technologies pegged as potential next big things — artificial intelligence, virtual reality, drones, wearables, the Internet of Things — but figuring out how all these pieces should fit together to create experiences people love necessarily involves experimentation.

In this environment, the best new products are not likely to be obvious. They will most likely be ridiculed at first and they may actually be kind of useless in early versions. But over time, with brainstorming and updates based on consumer feedback, you might discover something precious.