The TL;DR version is: pretty much what they did in 2016. Update popular hardware, expand services, steer clear of new product categories and make a boatload of money. However, buried inside those pat and rather obvious observations is a company that may be in search of its mojo. There is nothing wrong with Apple or its offerings, but the company that reinvented and reinvigorated numerous product categories has spent the last two years polishing its own Apples. In my totally anecdotal Twitter poll on which word best described Apple in in 2016 -- Aggressive, Innovative, Slipping, Successful -- Slipping won by a commanding margin.