Apple’s TV Innovation Will Be Unexpected And Apple’s Product Cycle

Writing for the Street,  John Martellaro explains what most longtime Apple fans already know, the innovation in the company’s rumoured TV product will be nothing like we’ve ever seen before.

John Martellaro:

Even more ironic is that the very outcry for innovation by Apple is a call for something new and unexpected. How can one demand the unexpected and yet arrogantly claim that Apple’s opportunity has disappeared? It’s a contradiction.

Put another way, the window of opportunity for the Apple brand of exciting innovation, problem solving and elegant combination of hardware and software never closes. Ever.

Second Guessing Technology

In the past, we have seen how Apple provides solutions that seem oh-so obvious in hindsight. Yet when some observers write about Apple’s future prospects, it’s often in the context of competition and tech politics, not technology. Perhaps that’s the only visible angle to approach Apple. That is, until the unexpected arrives.

That’s why, when Apple does release a new product, the focus goes back, once again, to awe of the technical solution — the very thing some observers hope Apple is working on but often neglect to explore.

John Martellaro’s piece has prompted MacDailyNews to outline their take on Apple product cycle as follow:

1. Apple will announce a new product that nobody outside of Apple’s highest levels has ever imagined.

2. Immediately, those who lack imagination – Dvorak, we’re looking at you – will proclaim it to be nothing special.

3. The better, saner tech media will quickly realize that, hey, this could be something very, very special.

4. Reviewers will get their hands on the new product and they will be frantically tapping the thesaurus on their iPads for new superlatives.

5. Apple will revolutionize yet another market. Customers will flock.

6. The Googles, Samsungs, and Microsofts of the world will scramble to produce assorted halfassery at cheaper prices.

7. The well-educated and well-heeled will buy the Apple product and make substantial content and service purchases, insuring a vibrant ecosystem.

8. The cheap and nondiscerning will flock to lower price tags, not purchase much, if anything, but gravitate instead to pirated and free content, insuring a weak, insecure ecosystem.

9. Reviewers will begin to forget (or ignore) which is the original and which are the knockoffs and, via some confused notion of “fairness,” equate Apple’s products with the wannabes – Mossberg, we’re looking at you.

10. Virtually every single “news” story that’s clearly about Apple’s product will nonetheless piggyback the leading knockoff’s products into sentences such as, “High-end devices such as Apple’s [insert product name here] and [insert knockoff peddler name here]’s [insert product name here] typically cost over [insert price here], but similar devices from [insert low-end knockoff peddler names here] cost significantly less.” Little or no mention will be made about ecosystem quality, build quality, ease-of-use, security, etc. Reviews of Apple’s following generations of said product, by now evolved into a product family, will also employ the same “fairness.” To the ignorati, the leading knockoff products will be considered equal to Apple’s revolutionary, category-defining product.

11. Next reviewers will begin to claim that certain knockoff products are better than Apple’s due to one specific spec or another. Some reviewers will even claim to have “switched” from Apple’s product to the knockoff in order to whore up some clicks. On Twitter, they will post links to their “I dumped Apple for” articles from their Apple devices.

12. The Apple short-sellers who have been trying to concoct negative sentiment all along will begin to get some traction by touting new market share data, claiming that Apple is losing, Apple can no longer innovate, Apple needs cheaper prices, etc.

13. Apple’s stock price will take a hit. Smart investors will use this period to back up the truck.

13. Slowly, data will reveal that, hmm, Apple is taking the lion’s share of the profits of this new market that Apple has created. Wow. Further, the data will reveal that Apple’s ecosystem is, gee, highly profitable for everyone involved, from accessory makers to developers to advertisers to content producers to Apple themselves. Who’da thunk it?

14. Apple’s stock price will rebound to new levels.

15. As Apple rolls out successive generations of the product line, pundits will begin asking “what’s wrong with Apple?” and clamor for Apple to deliver the unexpected.

16. See #1.

I believe MacDailyNews is spot on.

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Posted by | Posted at December 7, 2013 09:51 | Tags: , , ,
Storm is a technology enthusiast, who resides in the UK. He enjoys reading and writing about technology.

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