# In an op-ed, Prof. Arun Sundararajan outlines his predictions for Apple

1 Faculty News January 25, 2013 ![CNBC logo](/sites/default/files/styles/246w/public/assets/images/con_034412.gif?itok=MRidxYS3)>

Excerpt from [CNBC](http://www.cnbc.com/id/100408336) -- "To stay on top over time, Apple will have to engage actively in the creative destruction of the very revenue model that sustains it. They will gradually have to sacrifice the device lock-in afforded by iTunes."

[Read more](http://www.cnbc.com/id/100408336)