Stayin Alive.

In 1979 the Bee Gees album Saturday Night Fever, captured every available global music award, was the highest selling album in the history of the world and made falsetto butch. One in three people in Australia owned the album and the other two professed a desire to buy it with their next pay cheque. Their sound was all encompassing, they were so successful, that something had to give. That something was a fall from grace as Punk Rock and Big Haired Rock pushed the Bee Gees aside. They were burdened with a backlash to the popularity of their music but no one could deny their talent or genius and although they took years to reemerge, their capacity for brilliance was never doubted.

Like the Bee Gees in the disco era, for the last decade, a certain company has changed the landscape of music, telecommunications and mobile computing with such unequivocal innovation and creativity, it made them the most popular brand on the planet. An unstoppable trendsetter, an arbiter of originality, a money making machine with so much cash it could buy whole countries and small island nations. A company whose products could all fit on a small coffee table that went onto become the most valuable company in history. A company that now finds itself out of favour with the market and curators of current trends.

Critics and Shakespeare warn us that "too much of a good thing" will ultimately spoil our taste for more. Too much chocolate at one sitting, too much Saturday Night Fever, too much Apple in our lives. These shifts in sentiments are usually advocated by external influencers, editorialists, critics, analysts, stock markets and social commentators who are looking for the next best thing to come along. This critical predilection wants to negate the popular view and in the instance of chocolate is way off the mark, just as it was with the Bee Gees and just as it will be with Apple.

The Bee Gees ended up selling over 220 million copies of their recordings, had over 2,500 artists record their music, with their most popular composition "How deep is your love", in airplay by 400 artists alone. Regardless of the peaks and troughs of the music business, the talent that lay within the group could not be denied and their standing and stature is unimpeachable today. As with individuals, this allegory applies to the world of business. As of December 2012, Apple had sold over 350 million iPods, over 320 iPhones and over 120 million iPads to go along with over 10 billion songs sold on iTunes and over 15 billion apps downloaded from the Apps Store. Like music, peaks and troughs in the business world abound with only the most assured and tenacious companies surviving and Apple certainly has a catalogue of hits to reach the top of the charts again.

The question of whether "too much of a good thing" is bad for you remains unanswered for many accessories, accoutrements, appliances and chocolate but one fact remains undeniable, talent, creativity, innovation, genius and artistry will endure in the long run. As Apple navigates it's way through a period of uncertainty caused by market fickleness, they need only look at the talented, brilliant and determined who have trod the path previously to know the future is up to them and history will record their success.

Ah, ah, ah, ah, Stayin Alive, Stayin Alive.