Apple's (AAPL) enormous size does have one drawback.

"I think Apple has realized that their scale is so large for products like the iPhone that they can't be the true innovator because they can't get new materials fast enough at the scale they need," former Apple CEO John Sculley told TheStreet. Sculley points to the difference between Apple of today (really big) and the new phone developed by Android founder Andy Rubin called Essential. While Essential has had difficulty ringing up sales, the phone has won high marks for its use of titanium for the case.

"He [Rubin] could lead Apple by one or two years [with titanium cases, other materials] because Apple can't get those types of innovations at scale," Sculley added.

Apple remains very innovative, says Sculley. Hopefully for Apple, consumers see it the same way when it comes time to spend $1,000 on the new iPhone X.

Apple is a holding in Jim Cramer's Action Alerts PLUS Charitable Trust Portfolio. Want to be alerted before Cramer buys or sells AAPL? Learn more now.

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