Why Apple is smart to play it safe

My second-day take went up on the Beast this morning. Gist is, they're selling more iPhone 4 units than ever before, so why change the design when clearly people love it? Tim Bajarin points out that a new design would have meant retooling the entire production line, which would cost a lot of money and take up a lot of time. Better to keep the shell and load it up with new guts. Making design decisions based on product line retooling costs doesn't sound like something Steve would do. It sounds more like a decision that a supply-chain logistics wizard like Cook would make. And it's probably a great move. Apple has so much momentum right now. Why mess with success? For what it's worth, Henry Blodget says he can't wait to get one. And Joe Hewitt, a former top designer at Facebook, tells Business Insider he's confident that a year from now the iPhone 4S will still be the best smartphone in the world.