Maybe I am not being clear about the difference between the 2000's Apple and this decade's Apple. Or maybe you are too young to remember.
2000's Apple would choose an entire industry that had objectively bad design, bad paradigms, and bad usability, and explode it.
They would go thermonuclear (to quote Steve) and burn it to the ground.
For example:
- It's hard to remember Desktop hardware before the iMac. (1998)
- It's hard to remember Desktop UX before OS X. (2001)
- It's hard to remember MP3 players before iPod. (2001)
- It's hard to remember Music before the iTunes store + iPod stack. (2003)
- It's hard to remember Smartphone hardware before iPhone. (2007)
- It's hard to remember Mobile before iOS. (2007)
- It's hard to remember laptops before Ultrabooks (2008)
Since then...crickets. Also-rans, tries that failed, tries that were better than other tried but achieved modest success in a crowded market space.
By comparison, the Steve innovations were so self-evident that they literally rocked civilization.
The Tim "innovations" are iterative. They are sleeker versions of existing products. In some cases they are worse versions of existing products.
Apple is operating the way Sony operates and that makes me sad.
(Sony famously changed the world by inventing the Walkman paradigm of portable music. Now they make sleek TVs and sleek android phones.)
"Next great things" from other companies? They abound.
- It's hard to remember shopping before Amazon got the model right in the 2010's. Apple missed that one.
- It's hard to remember services before AWS and Azure got the model right in the 2010's. Apple missed that one.
- It's hard to remember automotive before Tesla got the model right in the 2010's. Apple missed that one.
etc.
Every one of these was a trillion-dollar market that was being done badly by lazy old companies.
These were ripe for Apple to use it's brilliance, it's unique philosophy, it's laser focus, and it's fraction-of-a-trillion-dollar cash pile to fix and make amazing. And get rich off of.
Instead they sat the last ten years out, preferring instead to sell incrementally sleeker cellphones and tablets for incrementally more money, year after year, for 11 years. (Yes, they made some peripherals but none of them changed the world.)
Hiding in the safe eddies like that was amazing for the stock price and amazing for the balance sheet. As is just giving away their money which is what they are doing now.
The risk that they are taking though -- something that is not quantified anywhere on their shiny happy balance sheet -- is that no single innovation in technology can carry you for very long.
Unless they pull something out of their hat pretty soon, they risk becoming another Sony. Constantly recycling the same high-margin sparklies that other companies mke, adding a new twist here and there and laughing all the way to the bank.
It's a good business to be in but not where I personally want to see Apple competing.
[doublepost=1525283778][/doublepost]LOL PS their laptops are objectively bad now and only 15% of smartphones run iOS.
I am literally incapable of finding a positive spin about their current place in the technology world.
Their place in the
financial world, of course, remains enviable.
If only having a lot of money meant you were good at technology...