Perhaps a little harsh to state that Apple under-delivers, but you get the idea. On September 15th CEO Tim Cook will announce the latests Apple products. The company’s website headlined “Join us from Apple Park. September 15, 2020, at 10 a.m. PDT” earlier this morning. Fans are excited and can’t wait. Realists, however, remain skeptical. Another iPhone with a better camera? Another iPad with a slick design? Another Apple Watch with even more features? Another Macbook with a faster processor? Come on Apple, where is the next big thing?!
In the Steve Jobs era Apple truly disrupted multiple industries, with the music industry being the most prevalent one. Later came the first smartphone (iPhone), the first tablet (iPad), an efficient and well-functioning operating system that allowed all devices to be synced to each other, and the way game and app developers worked changed immensely. But where is the next big step now that Mr. Apple is no longer around? Under Tim Cook apple introduced the Apple Watch and the Airpots, implemented some incremental changes to existing products, shifted more towards offering services in branches such as healthcare, retail, and photography. Though it can be argued that these are smart moves of Apple, and that the company is slowly becoming a stable, market-leading company, many seem to be waiting for the NEXT BIG THING. Year after year Apple over-promises with appealing invitations for their live events, but when push comes to shove they somewhat under-deliver in the sense that their existing products simply just experience an upgrade.
Exactly this is expected to happen on September 15th. Though September is the month of the new iPhone, this year’s event is expected to focus on new iPad and Apple Watch upgrades as iPhone production fell short due to the current health crisis. But even then, the new phones are forecasted to be presented to the world in october and rumors have it that screen sizes will be a bit bigger, screen reaction time will be even faster than it is now, and the quality of the camera will be better than ever before. But this has been the standard upgrades over the past years. Are you going to be telling your friends that you’ve finally bought the iPhone 32 with an even better camera in 20 years time? Or will Apple find the courage to take a big leap and be a front-runner on all of its competitors, like it once was? I truly hope so. Seeing the innovations Samsung is introducing, as well as the involvement of other tech giants like Amazon and Facebook in more and more industries, I can only hope Apple to do the same in the near future.
What are your thoughts? Do you feel the same way? Are you also waiting for Apple’s NEXT BIG THING? Or will it never happen and will we always remember Apple as the company that disrupted the music industry in the early 2000s with iTunes and the iPod? iTunes no longer exists and the iPod hasn’t seen an upgrade in a while now. Just let thank thought sink in.
