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iPhone 5 rumor roll-up (continued) for week ending Oct. 7

John Cox | Oct. 11, 2011
The best thing about the iPhone 4S is that it means the iOSsphere can keep rumoring about the iPhone 5. And it is.

Reason No. 2 is "Innovation is a Slow Process." Bedigan declares that "there is the strong possibility that the company [this would be Apple] is incapable of the level of innovation we expect."

That must be the "royal we" -- me and everyone smart enough to agree with me. He goes on: "That being the case, some [he means 'we'] might argue that the company should tone down its marketing and pre-announcement hype. But Apple doesn't sell products with open and honest advertising -- it sells them by raising our expectations."

Apart from the quaint notion that someone writing for a "news and analysis site" thinks there is such a thing as "open and honest advertising," Bedigan completely ignores the fact that Apple's "marketing and pre-announcement hype" amounted to exactly ... nothing. Apple was completely silent. We've long thought that Apple PR and marketing must be the easiest job in the world, in the sense that they don't *have* to write or create commercials and leak information; they don't have to DO anything. There are a zillion blogs, not to mention news and analyst sites, that do it for them.

Finally, reason No. 1: fear. In general, Bedigan intones, "people fear change. Companies do as well." And Apple especially. "Apple could be afraid to make any drastic changes, knowing that it may ultimately make or break a product people already love," he writes. What's a fear-ridden company to do? "Consequently, Apple might believe that it is better to risk alienating [the class of] consumers with high expectations than it is to risk alienating the mainstream market, which still believes that the iPhone is the best and most groundbreaking product in its class."

When you put it that way, it seems so obvious. Apple's idea of "product development" is actually product non-development. Engineers, designers, coders, project managers, executives and senior management troop into the Cupertino headquarters five days a week and quaver in their running shoes and blue jeans.


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