Yes, there are a variety of options for running Windows apps on a Mac, ranging from to through VMWare Fusion or Parallels Desktop. And there was a time when Apple trumpeted those abilities. But today, it's hard to find references to these options hidden deep in Apple's marketing copy, much less front-and-center in its Mac messaging.

Apple would be well-served to make it clear that jumping to the Mac is not a big, scary all-or-nothing affair.

7. Ask Businesses!

This is by no means an exhaustive list of all the things Apple can do to make itself a more competitive player in the business arena. Apple knows consumers very well. And one gets the feeling that it knows big businesses very well, as it is one itself. But does Apple really "get" small businesses? This is one area where Apple, especially under the reportedly calm, cool, and analytical Tim Cook, should be listening a lot and only opening its mouth to ask questions.

Apple has a legendary ability to ask questions, listen to the answers, and come up with products that are just what consumers want, even if it's not what they say they want. If it can bring that same ability to the small business world, it can make itself a formidable player in that space.