I’m going to start off by saying that below is essentially a theorem – note not ‘theory’ – meaning it’s not proven beyond my own qualitative observations, but I’m thinking that Apple management may be struggling under the new regime. It’s also important to note the sort of trouble isn’t the sort that shows exponential stock drops any time soon. The aspects I’m thinking of could be seen in the latest new products, especially the ones released after Steve passed on.
Sure, there’s seemingly no issues with the march of improvements to the iPad, iPhone and laptops. Afterall, each are in a seemingly mature market, thus incremental improvements are par for the course.. In my mind, the trouble is with the new devices like the Watch and Apple TV. All reports point to the devices being of good quality and adequate performance in the face of their peers. But that’s the rub.
Apple products, as we have become accustomed to, are relied upon to somehow be a step above its competitors. Most claim the way the firm achieves this is usually through their ‘design’. Being a bit more specific, the difference comes from a more considered understanding of how these products will fit into someone’s life where they make experiences better – not by adding complexity but doing the opposite – distilling the functionality to what is only needed. Then Apple hones that experience until there’s no glitches or rough edges. For instance, the iPod took out all the complexity of MP3 players and made it gloriously simple to use. Instead of operating something that seemed like a PDA (or Newton) with hoards of setting and menus, it was as simple as using a Walkman again. The phone did the same thing. It took the vast capabilities of a smart phone and distilled it until Apple delivered a package for massive complexity that made it as easy as a swipe to operate.
Looking at the Watch or the new TV, this considered simplification doesn’t seem to be present. True, they have exterior styling that makes them attractive, but what of the utility? And it’s certain they’ll both sell extraordinarily well. The real question is will these products somehow transform each market they are in? Probably not, no.
Unlike the iPhone that had an experience that was head and shoulders above the competition, these items struggle to find any sort of function or feature that’s truly places them at the head of the pack. Apple doesn’t seem to be helping, either. Where with the iPod and iPhone, Apple saw the paradigm shift and built features around that. The company seems to be heaping on functionality (eerily like Samsung) on these items in hopes someone will see into them the paradigm shift the company can’t seem to find..
Framed positively or negatively, we can all agree that Steve was an idealistic and stubborn force to be reckoned with . Nobody (either from the inside or the outside) was going to pressure him to do anything. He could stand up to the demands and the shouting for new products and take whatever time was necessary to make sure they got it right. Even more so, a government-grade shroud of stealth cloaked products until they are perfectly ready.
The amazing lack of this perfection-seeking can be easily seen by comparing the launch of the Watch versus the iPad. With the Apple tablet, there were no advanced prototypes to be ogled and there wasn’t any official specifications released beforehand, either. Instead, it was just rumored to be and after Steve went on stage, it was essentially available to the public. Conversely, there were press conferences, sneak peaks, hints and and partial launches of the Watch where viewers were held to a safe distance. There was talk of ‘finalizing’ and eventually 6 months or so after the ‘launch’ you could finally start reading actual performance reviews and maybe get one of the few trickled into stores. Within about a year of the Watch being out, it’s still somehow news when Best Buy finally started carrying them.
How could this happen? My thinking is that both of these new items were brought out not because they were finally ready with a honed, distinct market advantage for each, but management may have finally cracked under the pressure of shareholders and pundits screaming for Apple to match strides with their competition, as if they knew better than Apple to judge what it needed to launch. Or perhaps even more scary is this may be the manifestation of a firm that’s now just trying to keep up with the Jones’ rather than leading the neighborhood. If either are true then Apple may just have that bit of a problem.