Do They, Now?

Rachel Metz at MIT Technology Review says Apple Needs a New Category to Reinvent.
I love that Apple is the only company that ever is ever told it needs to “reinvent” anything.
It’s also the typical, jaded and cynical response we often find in the technology press to anything new announced by Apple. It’s also extremely short-sighted and stating the obvious. Once a revolution happens, evolution steps in to define things. This is the case with the iPhone. It came into the world in 2007, revolting against all the “smartphones” at the time. Since then it’s been a constant and consistent refinement of the product and platform, interspersed with some mini-revolts along the way–the App Store, new Maps and Retina displays to name a few.
Maybe some of those examples aren’t as mini now that I look at them, but I digress.
The point is, if anyone is aware of when and where revolutions and evolutions in consumer electronics need to take place, it’s Apple. Sure, on a month-to-month, year-to-year basis Apple’s announcements might seem minor, but take a step back and look at the bigger picture if you want a better view of where things are headed.
Maybe I’m wrong, and Apple coasts on the successes of the iPhone and iPad for the next 10 years.
Ha, yeah right.

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