In the wake of Apple’s WWDC keynote event this past Monday, it appears we are in for a storm of hardware releases coming this fall. A Tsunami of products are now overdue, but launching so many highly needed updates together brings tremendous risk.
No big game changers have come about with Apple’s updates over the past few years. Apple TV’s big moment was Apps, yet it does not support 4K nor does Apple have it's own streaming package. This Fall, Apple Watch will be 18 months old. iMac’s are becoming ancient, and the current MacBook Air was just entered into the Smithsonian. Walking into an Apple store today feels like being time-warped back to 2014. The only thing you may notice is a slimmer MacBook in three different colors and a larger iPad. Modern hardware updates have been sloth slow.
Given Apple’s overall history, the company has methodically moved from aggressive innovator under Steve Jobs, to caretaker under Tim Cook.
Apple’s Mac lineup is stale, and that is putting it mildly. The Mac Pro is now a staggering 2 1/2 years into its lifecycle without a single upgrade. The MacBook Air has seen almost no changes, save for incremental processor updates since 2010. The iMac form factor has not changed since the fall of 2012. The newly minted MacBook and MacBook Pro's have seen only slight incremental upgrades this past year, and the Mac mini is a mere afterthought. What's going on?
The only significant new release to Apple’s Mac lineup has been the MacBook (of which I use and love), in April of 2015. It recently received a slight Intel processor update. Wow... In fact, all Apple has been keen to do the past few years is release Intel processor updates to products, with the MacBook Air still living in an ancient design, with what can now only be described as a horribly low-resolution display. Apple’s Mac lineup has become a cash cow with little invention, but that may be about to change.
Sometimes you can learn just as much about a company by what is not said as opposed to what is said. Case in point is Tim Cook & Co.’s most recent special event held this past week. At the special event we were dazzled by an updated iPhone line and a new iPad Pro size. Like a magician, Apple said, “Look over here!” However, what one product line — product category — did Apple not talk about at all, as if it didn’t even exist. Macs.
Every model in the Mac product category is now over a year old — even their newest items. Some Macs, like the Mac Pro are now over two years old. It seems like the Mac line-up has been relegated to cash-cow status and therefore Apple is putting as little effort (aka little money) into Macs as possible and reaping as much margin and cash as possible. Or is something else afoot?
I know, I know,... the turkeys have not yet entered the ovens, and I am talking about Christmas. Shame on me. But as we finish off the month of November and move quickly into the gift-giving (er, getting) season, my mind wanders to what could be and what should be in the Apple server space.
Until 2011 Apple made a very sturdy, ultra-dependable server solution: XServe. It did all the things a good server would do: RAID, redundant power supplies, 1U enclosure and all around robust hardware (fans, circuits, etc). The problem was Apple was not selling many and was about to make a major push to delivering consumer-based cloud services with iCloud. Inside the hallowed halls at Apple the decision was made to build Apple’s cloud on UNIX rather than OS X. While understandable that sealed the fate of the XServe.
Yesterday we awoke to some new Mac goodies and accessories. First a new 4K iMac was introduced and a refresh to the one year old 5K iMac. Both are welcomed editions and continue to show Apple’s commitment to the desktop. Of note is that for connectivity neither included the new USB-C port, but instead the familiar USB 3 & Thunderbolt 2 ports. Apparently USB-C is only going to be something we see in notebooks going forward.
Also included in the goodie-bag were some new accessories: a new keyboard, trackpad and mouse. The Magic Keyboard leverages the scissor technology introduced this spring in the new 12" retina MacBook. This gives the keyboard a lower profile and supposedly makes typing more accurate. The other major changes was a lithium-ion battery is built within, so there is no need to change out batteries. Instead a lighting/usb cable will recharge this bad boy when it runs low on power. The new Magic Trackpad 2 adds force-touch and the new Magic Mouse 2 has fewer moving parts and supports multi-touch. Both items also include built-in lithium-ion batteries, so Apple is eliminating the need for separate rechargeable batteries or off-the shelf disposable batteries. Because all accessories have built-in lithium-ion batteries, it means their prices have jumped from previous models they replace. But when you figure the cost of disposable batteries, or Apple’s rechargeable batteries, over the life of these items, the cost difference is negligible, yet the convenience/ease-of-use vastly improved.
On September 9, during Apple's San Francisco special event, Apple’s Sr. Vice President, worldwide marketing, Phil Schiller, took to the stage and introduced the iPad Pro. The latest and largest tablet of its kind from Apple delivers an incredible 12.9", 5.6 million pixel display, and weighs only 1.5 lbs. Accompanying the iPad Pro is a versatile accessory called Apple Pencil along with an optional Smart Keyboard. While the iPad Pro left the audience quite pleased, Schiller made one comment that was likely to have left Intel speechless.
Since Tim Cook has been CEO of Apple, the company has typically held four special events every year:
WWDC 2015 is just around the corner, but one of the most interesting updates to the Mac product line will not be mentioned on Monday. Over the next year we can expect all new Mac models to begin incorporating Touch ID into their designs.
All new iPhones and iPads have Touch ID, and Apple Watch leverages the technology with Apple Pay abilities. Apple intends to extend the technology to Macs, eliminating the need for laborious passwords. Consider this Apple’s secure One Password solution, only faster, easier, more secure — better. Like iOS, upon reboot, OS X will require the user to type in their password to start using Touch ID (for security) but after that passwords for access to your Mac or Keychain can all be had with your fingerprint.
If you hadn’t noticed, Apple is on what can only be described as a never-ending tear of success, and their enemies seem incapable or inept at stopping them. But this does not mean other tech players aren’t trying to wear their big-boy pants — they just continue to come up short at competing effectively. Perhaps the worst offender is Microsoft. Under former CEO Steve Ballmer, the Redmond software giant became very good at making lofty promises, delivering failures, demonstrating vaporware or throwing an occasional chair. Today’s Microsoft, run by Satya Nadella, is now a softer, gentler software vendor, but has yet to be any more effective at defeating the iPhone, iPad, Mac, and soon to arrive and dominate the wearable market, Apple Watch.
Nadella showed initial promise by downplaying the consumer electronics market, turning his focus on enterprise solutions. Old habits die hard. Microsoft is once again is pulling out their Fisher Price "My First Marketing Playbook" in another attempt at capturing the consumers eye with Surface 3. Will a cheaper Surface, whose best feature is the 5 seconds of switching between a poor tablet and so-so ultrabook, backed with a massive advertising budget, be enough to derail Apple’s best laid plans?