I had a very busy day today, and was not able to catch the news of the Apple event. Once I did get a chance to catch up on my news feeds, all the news seemed to be about the FBI and Apple. I could have easily just ignored it altogether, but UTB readers know me by now, so of course I had to go looking.
I would call myself a poor golfer. Anyone that has ever golfed with me would tell you I’m being very generous about my skill set. Let’s just say a birdie is a term I’ve never uttered. A mulligan on the other hand, is a pretty common occurrence. A mulligan is a do over. When you screw up a shot, and your opponent is generous enough to let you do it over? That’s a mulligan.
Apple performed a mulligan today.
A few short months ago, at Apple’s last release party, it was all about “bigger than big”. A bigger iPhone, and a bigger iPad, with minor upgrades over the previous generations. Something happened this time though. While Apple had amazing sales, the typical interest in the product just wasn’t there. iPad sales have continued to drop, and for the first time, Apple is expecting shrinking sales off the iPhone. While Apple has always seen iPhone users doing whatever they could to get the newest edition, we saw a lot of users choosing to stick with their current devices. There was a certain level of disinterest Apple had never tasted before. While there is no way anyone else in the mobile industry could see the iPhone 6 as a failure, for Apple, compared to past history, it surely was.
I think Apple fans and detractors alike would agree that Tim Cook is no Steve Jobs. While Apple has never been known for real innovation, they have always been able to bring excitement to their products. The direction that Apple has taken under Tim Cook’s watch, has become quite boring. I think it goes without saying that the most exciting thing that Apple has done under Tim Cook’s reign, is to go to battle with the US government. A very poor choice for how to garner attention.
Today, it seems that Apple may have given up on new ideas. Instead choosing to backtrack to what worked for them before. A new 4 inch phone that looks nearly identical to the iPhone 5? A return to a more manageable size of the iPad? And the best that you can really say about these new devices is that they include the tech that was included in the last group of new products?
Now BlackBerry, now as Apple is hacking away in the rough, it’s time to get that eagle. And you have just the platform to do it.