R&D so they can produce innovative technology as well as design - Apple's R&D spending is well below the industry average, and they've got no equivalent to Xerox Parc or Google Labs.

Acquisitions, where they make sense - take on products that have good tech but need to be shepherded by a large corporation to become something the wider population can benefit from.

Dividends for investors, so that they can judge for themselves whether they want to hold cash for safety or something riskier.