What broke the Apple
- A new Apple’s Keynote went by, still missing the vibe –
Show’s over, curtains closed, the audience slowly exits the theatre: let the buzz begin.
Once again the biggest question going around is “What happened to Apple?” and the included payload “They’re not innovating anymore”
Im not sure Apple was always innovating as much as the audience use to perceive it, but I’m sure whatever they did was totally better communicated.
I look like an idiot every time I step on a stage: I’m shy (even if I learned how to conceal it), and I’m extremely uncomfortable while speaking in front of more then 3 people and I guess I can understand how hard can be for those guys now to try to pull off a show like their founder did. Please, next time: just hire an anchorman, it might give back the rhythm and the entrainment it’s totally lucking today.
People are smart, users are lazy: a common way of saying in our field while creating a new product is often “Nobody will read all that stuff, you need to guide them in another way”. It’s a matter of engagement and I guess Cupertino forgot about it. Jobs used to tell people “this is your problem, and this is how you solve it”, the tech-nerdy stuff would come later.
I’m a developer and I find beauty and pleasure in a mess of letters, numbers and odd words that makes others just go “yawn” and look at me in with a crazy face. I understand them even if I’d love to be able to ship whatever I do just saying “you totally need to use this software, we builded it using this cool new cutting edge technology which is so much better than before, even if it’s hard for you to perceive it”. That’s what Apple is doing! It’s great to know how the product enclosure is been machined to a “remarkable” precision, how many times it gets polished, the level of detail they were able to achieve, how many new chips are in there and how many bits developers now can use. But as a user I’ve no clue of what all that fuzz means, and worst of all how it will be good for me in anyway. Unfortunately you don’t get people going WOW for a tech sheet, unless they’re crazy, nerds or both.
Color plastic case is not innovation, a slightly bigger lens, multi-shots and all the camera jazz are not innovation when you’ve Lumias out there betting it all on that single function of a smartphone.
Stuff like iBeacon or that new M7 motion coprocessor for the 5S are at least as innovative as the motion sensor was for the 1st iPhone, or compass and gyro were for the 3GS. Problem is: you don’t surprise people anymore simply tilting your device and showing the interface will diligently follow. Been there, done that.
my 2 cents.