Cash cows must be 'milked' or used to generate the maximum amount of cash possible to fund other ventures. A company cannot remain 'sitting still' in the midst of contentious market activity, particularly a technologically-oriented company, and must always keep its eye upon the potential to generate the 'next new thing,' just as Apple is always trying to create new products to delight the consumer's appetite for the new -- the company has achieved such deep market penetration by trying to constantly anticipate customer's new wants and needs, even before the customer is aware of them, and before the competition can challenge Apple's diverse lines of products (Paschal 2012)