So Apple held there September Event on Wednesday and I’ve got to be honest; I’m a little perplexed. If you haven’t seen the keynote you can watch it here
The rumours by en large proved true; the new Apple TV complete with SDK is definitely a welcome addition to the line up; and the iPhone 6s and iPhone 6SPlus isn’t exactly a revelation. I laughed when Tim played the iPhone video as I genuinely believe they could have used the iPhone 6 and iPhone 6 Plus in place of the new devices on screen and no-one would have noticed.
There were 2 things in the keynote though that left me wondering why.
First off; MICROSOFT! What were they doing? I had visions of the Steve Balmer Developers, Developers, Developers moment being repeated – surely Microsoft don’t believe that if Mohammad won’t go to the Mountain then Microsoft must go to the developers?
Its more than that though – I can accept the argument of the two companies “burying the hatchet, and Microsoft not feeling the need to compete; but in allowing Microsoft to present Office on the iPad Apple in my eyes have effectively acknowledged that the Office suite is a superior product to iWork and in some ways have abandoned Pages, Numbers and Keynote.
The second why moment in my view relates to the new Apple Surface …. sorry iPad Pro. That thing is huge and well expensive! I may well come to eat my words, but why would you want to have a tablet that size? For me I’d have preferred them to keep the existing overall size of iPad but introduce a thinner bezel to maximise screen real estate.
Then, there is the Apple Pencil – need I say more than to quote Steve Jobs “If you see a stylus, they have got it wrong” – #notconvinced; that said I’m sure some artists and graphic designers may find it useful, I just don’t believe its right for the mass market.
So there you have it; Apple have gone mad – well maybe not mad, but it strikes me that they are once again struggling to innovate.
I believe they don’t really know what to do next with iPad and are floundering for its next big success. For me they just need to slow down a little; there isn’t a need to have a brand new iPhone every year, and certainly not a brand new iPad – I’m not saying never refresh the product again; just take some time out and then introduce something new and innovative to the market.
Its time for them to take a risk and I fear if they don’t perhaps we are going to see that they have already ridden the crest of the wave and are about to watch the wave break over cupertino and the apple campus.