Friday, 8 May 2009

What next from Apple

It's time for the 3rd generation of the iPhone. In a month's time, the Faithful will make pilgrimage to developers conference (WWDC) to hear from their gurus.

There are lots of rumours about Apple producing a "netbook" - one of those ultra-portable tiny laptoppy things that have suddenly become so trendy.  But it makes no sense that Apple should compete against stuff at the bottom end of the financial spectrum.

It helps to understand Apple's target market. People complain about Apple's expensive products, but there's a clever plan going on here. Apple have successfully cornered the rich "early adopter" market - the gizmo-gang who absolutely must have the latest stuff.  Remember how much the first iPhone cost? Price was no barrier to these loyal customers, who were happy to pay nearly US$1000 to be the first ones to have a fancy telephone! 

These rich early adopters include a lot of people at the top of businesses. It is these people that I think Apple will target with their new Thing next month.  An exec or sales manager who travels and does lots of presentations would pay good money for something like the iPhone that can also display PowerPoint on a projector. If it were just a bit bigger than the iPhone, they could do most of their emails on it (touch-screen typing works OK for short messages).  It would of course have a docking option for attaching keyboard, mouse and big screen.

I thought Apple would bring it out last year - but I guess the technology wasn't ready yet. I think it'll be a cross between a Tablet Computer, a Netbook and an iPhone, with some other really neat technology in it. The price is irrelevant, because the Faithful will queue up for three days so they can have one by Christmas, and business users will buy one anyway. 

The most difficult decision for Apple right now is not the technology but how Steve Jobs should transition out of the company.  The Guru of Apple is ill and isn't getting younger. For his own sake and the sake of his family, he should plan a grand and happy exit strategy whilst he is still on top, rather than trying to fight the relentless progress of time. Maybe he should spend more time with the fans too, going on walkabout and queueing with them on release day.  That'd be different.


  1. Very interesting, Justin, your commentary sounds like you may have learned some things from - where I usually brush up - are you a Mac user now? keep a PC running as well?

    My only quibble might be your suggestion that Steve Jobs is ill - I personally don't think he is, based on several years of understanding the man behind my choice of platform - staying away is part of a larger plan...

    All the best, Sach

  2. 27 August 2009 - Well they didn't announce it in May 2009, and the rumour mill suggests today ( that it might be announced in October. I reckon it'll be sized between the smallest macBook and the iPhone. The real challenge will be making it easy-peasy to write documents on it ... for which voice technology is ideally suited. I won't tell you WHEN it'll be released, because Steve Jobs won't release it till it's actually ready.