The big takeaway? Cook promises that Apple still has “game changing” products in the pipeline. Of course, we know that Apple has the chops to change an industry. It did so in 2007 with the introduction of the iPhone, and again with the introduction of the iPad. Before the iPad, tablets had gotten any traction in the mass consumer market. Now tablets are on their way to challenging the dominance of the desktop.
We need to take a birds-eye view of Cook’s statements. Apple has indeed created many game changing products – many, in fact, which aren’t even hardware-focused.
iCloud, for example, allows users to seamlessly back up data from their iOS-powered devices and restore them on the fly. Apple also introduced the App Store, which was copied by Amazon, Google, Microsoft and others. It also created the first real user-friendly mobile operating system when it launched iOS.
So while we’re waiting to see a game changing piece of hardware, whether it’s an iTV or an iWatch, I think we’ll first be treated to more game-changing software.
Thankfully we won’t have long to wait. Cook will take the stage for the opening keynote of the firm’s Worldwide Developer Conference (WWDC) on June 10 where he and his team will show us what’s been going on behind the scenes with iOS 7 and OS X. Jony Ive, the design head at Apple that has designed Apple’s amazing products, was tapped to lead a redesign on iOS 7. I hope – and expect — we’ll be blown away by what it offers.
I think we’ll first see Apple begin to blend the experience between OS X and iOS. It makes perfect sense: The market is moving to tablets and smartphones and further away from laptops and computers. Therefore, at some point, Apple needs to deliver a software experience on its mobile devices that somewhat rivals what’s available on more powerful machines.
WWDC is the perfect stage for these announcements because the attendees will primarily be developers that need to learn how to take advantage of Apple’s new developer tools, and they’re the ones that help push both OS X and iOS further.
Other, smaller features — like Maps and Game Center — will no doubt be redesigned to offer a more user friendly and powerful experience.
So while I’m expecting a new iPad and a new iPhone or two in the coming months, I think Apple’s next steps will be entirely software focused. Indeed: Software and services are playing a more important role than ever. A renewed software focus, I believe, is what Cook meant when he discussed new game changing products.