How brands are getting it wrong
I was thoroughly underwhelmed by Apple’s recently iPad unveil. And, worryingly for the American tech brand, I am not alone. Normally Apple press conferences are met with ‘Analysts predict surge in Apple share prices’ headlines but not this one. Analysts, in fact, were predicting quite the reverse. Whether this was up to Apple itself or the fact that everyone has now bought a tablet of some kind is up for debate.
But this is not the first time I’ve been underwhelmed by an Apple press conference. Admittedly it’s no surprise that this kind of talk is coming from myself, as I’m a bit of a Google man - I’m currently writing this on a Chromebook, with my Samsung Galaxy and Nexus tablet pining to get involved - so even I advise to take what I say with an iPhone 6+-sized pinch of salt. But surely the fact that I don’t even need the five digits on my one hand to count the actual innovations Apple has introduced since the first iPhone in 2007 says something? I read recently the notion that Apple hasn’t innovated since first introducing the iPhone - although I think it’s a little harsh, I do agree with it more than I don’t.
I believe a real test of innovation to be whether you can remember a USP a few years down the line. The only innovation I can remember off hand is Siri. Of course credit must go to Apple for making their devices significantly slimmer and lighter but I’d also suggest that this was bound to happen in time - it’s no coincidence that computers have gone from filling rooms to pockets. I then found this great visual history of the iPhone from The Verge. Having taken everything on board, admittedly I’d allow Touch ID to keep Siri company in the prestigious ‘actual innovation’ club but I’m still dubious about how necessary the latter is; I’ll save this argument for a later date but the long-short of it asks: are you really going to talk to your tech in public? And don’t worry, Android Wear will also be very much at the receiving end - it’s more about wearable tech as a whole.
Are you really going to talk to your wearable tech in public?
But it wouldn’t be the underwhelming tech I’d be worried about if I was in Tim Cook’s shoes, rather it would be the strategy in which they’re unveiling it. My advice for Apple and other brands in general? Slow down. And by that I don’t mean in terms of innovation (obviously), rather how often they’re new products or tricks their products can do. Are the ‘S’ versions of iPhones really necessary, for example? There are several benefits of scrapping the whole ‘S’ concept, in my opinion. Firstly, there are few people out there who are rich or willing enough to opt for one year contracts, so many opt for two year contracts - the latter tend to make more business sense than the latter. There is nothing more frustrating than when you’ve just splurged on some brand new supposedly ‘groundbreaking’ tech, only for further ground to be broken just a year later.
Secondly, and more importantly, there is nothing more enticing than having to wait. Whilst being teased might be frustrating at the time, it only makes the veil finally coming off more enjoyable. That’s the whole point of the invites Apple send out a few weeks prior to their press conferences. It’s classic cases of ‘too much of a good thing’, ‘less is more’ and such - make us really want what you have to offer and demand will go through the roof. The likes of Apple, Samsung and Call of Duty - who release supposedly ‘big’ new releases year in year out - should take a look at what a little time did for Kate Bush, and the resulting notion that perhaps it’s time that stokes demand and anticipation. Added bonus: it also gives you time to have a cup of coffee and come up with some actual innovation that’s worth the wait.
Perhaps it’s time that stokes demand and anticipation?
Then again it was widely reported just how well the new iPhones sold so perhaps I’ve got it all wrong? Either way, I’d be interested to hear your thoughts - I’m ready and willing to discuss on Twitter.