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Apple is losing its cool, says co-founder Steve Wozniak

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Apple co-founder Steve Wozniak has expressed concerns that the company is in danger of losing its image as the "coolest" tech firm.

The computer scientist, who ended his full-time employment with the Cupertino giant in 1987, warned the iPhone-maker that it faces stiffer competition than ever from rival manufacturers.

Steve Wozniak

© PA Images

Steve Wozniak

Phil Schiller, Apple's senior vice president of worldwide product marketing, introduces the iPad Mini

© PA Images / Marcio Jose Sanchez/AP

Phil Schiller, product marketing chief, with iPad mini



"We used to have these ads, 'I'm a Mac and I'm a PC', and the Mac was always the cool guy," he told Bloomberg. "And ouch, it's painful, because we kind of are losing that."

Wozniak previously blasted his former employers as "arrogant", claiming that the company has become "used to cranking out the newest iPhone and falling a little behind."

He also urged Apple to open up its iTunes platform to Android and Windows Phone users in a bid to secure a larger market share.

However, Wozniak admitted that he would purchase the rumoured iWatch should the product make it to market.

The history of the iPhone in pictures:

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