As one of the world's most successful brands celebrates its 40th birthday on Friday, its former chief evangelist told CNBC the company was facing an innovation test.
Guy Kawasaki, responsible for helping build a critical mass of support for Apple's Macintosh line during the 1980s and 1990s, praised the company's transition from garage start-up to tech behemoth, but highlighted the importance of product innovation.
"What's going to make us want to abandon what's already there and go to the next curve? That's the big test for Apple," he said.
"Theoretically, they should be creating a computer that makes everyone want to throw away their Macintosh, just like Macintosh made people want to leave the Apple II," he continued, referring to the company's old series of desktop computers.
Innovation isn't a matter of upgrading the operating software or making devices smaller and flatter, he noted.