Apple product lineup too big for a table but adds growth anyway

Apple's iPad devices are displayed at its store in Tokyo January 18, 2013. REUTERS/Kim Kyung

In 2010, before he became chief executive officer, Apple Inc’s Tim Cook said all the company’s gadgets could fit on a table, arguing such focus resulted in better products. 

At the time, the company’s website offered 14 Apple products. Now, under Cook’s leadership, the lineup has ballooned to 27 products available in more than 200 different versions. The strategy – a departure from co-founder Steve Jobs’ minimalist approach – is helping Apple grow even as the market for its most-important product, smartphones, stalls.