DO NOT LET fooled by appearances. Nothing happened. And a new iPhone ‘just arrived. It ‘a little? It depends on your point of view. If yours is one of those who are waiting for revolutionary innovations, well, there is to wait a while ‘: Apple, for now, is not in the “revolutionary” mode. Basically because it does not need them. The companies in the rest of the world have tried, over the last two years, to propose new technologies, to go faster than the “move with the times”, to place machines on the market that can change the market.
The results? Laughable or anyway even if interesting, not able to radically change the scenario. Viewers of virtual reality, hyper eyewear, camcorders able to shoot anything, objects connected with the smartphone can do many other things, they Straddle on store shelves, have in some cases received good reports on print and web, but they have not changed anything radically, perhaps they will do in the future, in their next incarnations, but for now have not been able to revolutionize the world. Here is a new iPhone that does everything better, faster, eventually resistant to water and dust, with a video / camera that seems to be the right camera for professional digital photographers and lovers of superportabilità, more powerful, with a battery that promise , resists lasts two hours more, but it is “only better”. Disappointment? No, no one expected something more, something better, a few nowadays believe that smartphones can bring radical innovation. mature objects? In many they believed, including myself, but room for improvement, not revolution, is still great, because each of us wants that your phone has a better battery, a better screen, is faster and more powerful, do many more things of those that makes today. And Cook has put on this road, without the risk of proposing things, however, might be willing to risk his business, “innovative” solutions that the public does not require and does not like, he proposed “only” a better iPhone. As well as, indeed, do the Chinese, who gnaw market shares do not “innovating” but by improving the products, often at very competitive prices. Cook staged an Apple Watch also better, much better, with a lot of GPS, resistant to water and dust (with great emphasis on functions for swimmers), with some choice “cool” as the Watch made with Nike, with a new ceramic body more resistant and, white, more beautiful, seeking to consolidate the success of its smartwatch, the best selling in its category, and the second in the world of watches, behind only Rolex. And that is enough.
It ‘a betrayal of the “mission”? Well, compared to many keynote of the past this was definitely below par: complete silence about the sales numbers, never a word of the famous slogan “we want to improve the world”, little emphasis, self-congratulation, very few exclamation. Little or nothing about the future, innovation, revolution, change. Certainly this is new, the change of pace in the communication indicates that something is changing in Apple, which seems to focus more on the iPhone as a machine on which to build the future of the company. IPhone is the empire’s foundation, growth will be slowed but Apple’s flagship device will be central again for quite a while ‘, only that the company now needs time to find what could be the ground to dig to find the new philosopher’s stone of the digital age. You say it long, you imagine that Apple works to a television, a car, or more, but no one has clear ideas, no one can really say what Tim Cook has in mind. Except what has been shown in San Francisco, which is that you can slow down, which is run forward to take risks, that it is better to stand going lighter than fall and hurt themselves.
But in all this , a “bet” Apple makes it, and is that of wireless. It is not so much the disappearance audio output which connect the analog jack, old, outdated, survived the digital revolution for convenience or laziness of the technological world. Laziness, think Joni Ive when he says that no one to date has changed or taken away only to avoid the risk. The door disappears, with a step forward towards the “pure tablet” that Ive loves so much, and who wants to use the wires that will connect your own headphones with the jack via an adapter to the Lightning port, or use the new headphones and headsets with the new connector. Which is not a standard, which suggests that it may have happened the change will remain confined to the Apple world and those who love him.
But the real revolution is that of Air Pods, there is that Apple is betting a lot, trying to get rid of the wires once and for all. wireless headsets (accompanied by Beats Audio headphones as wireless) which apparently is a concentration of technology as to fear, with a chip and dedicated sensors. They have no relationship, really, with earphones in the past, are completely new audio device. The wireless world is what, according to Cook and Ive, one in which we’re going to live, with a device connected to each other without the slightest cable, but also without the slightest disorder: the Air Pods make no “pairing” iPhone, or iPad Watch, connect automatically, all with one iCloud account. Breakthrough risky, in this case, yet innovative step similar to that which led Apple to remove the floppy disk first, then the cd and dvd player, and many doors at the end on laptops. That’s where she focused innovation, on a secondary border than in the smartphone market (above all in the package are the earphones with the Lightning and also the adapter for the old headphones), but very central to the young and very young, who listen to music almost exclusively through mobile devices, headsets and headphones or small speakers and home audio systems that work wirelessly. Attention “generational” which serves to keep the iPhone enough “cool” for young people, many of whom will want to quickly try out new wireless headsets, whose “coolness” Apple clearly bet.
Just to save space in a market that shrinks? It will be enough to revive the narrative innovative company? Cook thinks going lighter you can keep the bar straight and not get carried away by the wind, without losing the soul. It will be interesting to see if he’s right.
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