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OPINION: Since the death of Steve Jobs (almost eight years ago), lazy headlines around the world have regularly suggested that Apple has lost its ability to innovate.
What nonsense.
And like on wheels, these headlines are still following the launch of the iPhone, and the same thing happened this week. Even though Apple has launched seven new products.
Yes, the majority of these products were updates of existing hardware. But the updated features were all innovations for Apple. And two of the ads, Apple Arcade and Apple TV +, have the potential to completely change the game in the world of technology.
This is great news. And the only other big tech companies that, in my opinion, can claim to be on a par with Apple in terms of consumer innovation, are today Tesla and Google.
And the funny thing about these two companies is that their innovations are either much more conservative or they are still waiting in a few years.
When was the last time that another big company published something ordinary that made you "wow"?
Apple, on the other hand, has put together a ton of innovations in an introductory one-hour presentation (ish) on Tuesday. And all the products presented will be made available to consumers from here 50 days … but most of them by the end of next week.
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Let's start by watching Apple TV + ($ 8.99 NZ / month). OK, Apple can not pretend that video streaming is only his idea. They did not invent online streaming. However, the publication of a video streaming service integrated with the Apple ecosystem remains a major innovation for the California company.
And here is why.
Apple is starting from scratch here. I can not think of another online streamer that did that.
ABIGAIL DOUGHERTY / STUFF
David Court: Apple collected a ton of innovations Tuesday in an introductory presentation of one hour (ish).
Netflix started publishing DVDs to its users for years. Just like Amazon Prime Video, when she bought LoveFilm in 2011. These two companies then experienced several years of domination in a non-competitive market. Licensing the content needed to develop their streaming services a few years ago was not as difficult (expensive) as today.
The other new players in the streaming war, Disney and Warner / HBO, have been producing premium video content for decades. This obviously facilitates the launch of a new online streamer.
Will this TV innovation be profitable for Apple? Only time will tell. However, given the fact that the television and film industry is like any other business, the talent naturally attracting the highest bidder, Apple, with all its wealth, is well placed to make the most of it. This and it already has the device infrastructure on which to deploy its Apple TV + application.
The next big innovation of the week was Apple Arcade ($ 8.99 NZ / month). This is an area where Apple shows the example. No other technology company offers a subscription-based, multiplatform game service at will.
APPLE / SUPPLIED
Tim Cook on stage at the 2019 Apple event.
PlayStation Plus offers something similar where you can download one game per month for 13.39 NZD / month. But the difference is that PlayStation only allows you to download one game, and that it usually comes from an old title.
Apple, on the other hand, has agreements with game developers (including a New Zealand couple) to launch hundreds of new games at launch. Apple Arcade subscribers can download and play as many games as they want.
In my book, it is innovation.
The interesting thing is that Tim Cook has continued to do exactly what Steve Jobs has always done.
APPLE / SUPPLIED
Tim Cook premieres the trailer for "See," an epic drama starring Jason Momoa and Alfre Woodard, which will debut Nov. 1 on Apple TV + on the Apple TV app.
Apple did not invent the MP3 player, but at the launch of the iPod in 2001, the innovation of the MP3 player was attributed to him, because he perfected it.
Even with smartphones.
The iPhone was not the first smartphone in the world. BlackBerry, Nokia and LG all launched "smart" phones before Steve Jobs donned a black turtleneck sweater in 2007 to announce the iPhone. And like the MP3 player, Apple was the first company to make a really powerful smartphone. Interestingly, it was actually the iPhone 3GS launched two years later, in 2009.
David Court went to Cupertino with Apple's permission
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