I have been watching the iPhone slowly adopt features of other Android smartphones and whenever this point was highlighted persons would comment that Apple was never first to implement a certain feature, but was always the one to do it best. This was also what I thought, but with each iPhone iteration it is getting quite clear that I was wrong. Apple has lost its ability to be innovative and is simply trying to stay ahead of the competition.
One fact about the iPhone X is obvious, it does not look like an iPhone! This can be a good thing, but let’s take a look at all the new standout features of the iPhone X:
- Full edge-to-edge curved OLED display
- Face ID (face unlocking feature)
- Wireless Charging
- Super Fast A11 Bionic chip
None of the above features are new. Samsung had curved OLED displays for years, other companies have tried face unlocking features in their smartphones, and Nokia was first to adopt the Qi standard wireless charging in its Lumia 920 phone way back in 2012. Apple’s A11 Bionic chip is unique to the iPhone, and one has to admit that in certain areas it requires innovative thinking to make a faster or better product, however, calling a faster increment of your previous chip innovation is being desperate.
In Steve Jobs’ absence Apple has fallen victim to the exact thing that Steve saw was a problem with Xerox and IBM. Apple seems to have lost its ability to innovate and is no longer focused on making a revolutionary product.
In the video below Steve Jobs explains exactly what Apple is doing wrong today.
Apple’s iPhone is currently in no danger, the iPhone will continue to be successful for a few years to come, and this is simply because no other company has managed to create a game changing product. But because we haven’t seen anything new doesn’t mean it is not coming, and when it appears Apple like IBM and other tech giants in the past, will become just that, a thing of the past.
Creating a revolutionary product is by no means easy, it tends to happen once in a lifetime and when it does happen, everyone wants to copy it. Apple’s iPhone was that product, it came and it changed the smartphone industry to what we know today. Every successful smartphone that was before the iPhone no longer competes, they are all inferior.
To stay ahead Apple needs to focus on creating something new, not an upgrade to the iPhone, a new product that can easily distinguish itself from the competition and crush it, something that is truly innovative.
But I guess this may never happen, at least not while Tim Cook is in charge. Steve himself said it, when sales and marketing people end up running the company, focus shifts from making a great product. Tim Cook was Apple’s former Executive Vice President of worldwide sales and operations.