Tag Archives: iPad

The beginning of Apple’s slow demise has started

Let’s be clear: I’m a big Apple fan. I have been since I was a teenager and I was first exposed to the Macintosh Plus. I’ve been enthralled by their focus on both design and functionality, sometimes without concern to profit, and of the tale of a company that almost went bust, a few times – and then turned into the most valuable company in the world.

But what goes up must come down and I believe that 2012 signaled the beginning of the end for Apple. This won’t happen for some time yet, because they are producing by far the best consumer electronics in the world. But here’s 5 reasons – and countermeasures.

Apple products are just too good.

This sounds like a stupid thing to say, but I own an iPhone 5, iPad 3 and MacBook Pro and they are (almost) the only consumer electronics I use. Each of these devices is almost perfect. Each device is lighter, faster, has better screens and longer battery life than its predecessor.

I love the longer screen on the iPhone 5, the Retina display of all devices and the fact that Apple (finally) ditched the DVD drive. They work seamlessly together and I never leave home with a charger when I go out for the day. They almost never crash.

But with this operational perfection comes a lack of innovation and a lack of soul. I don’t care what the next new thing is, and I’m not sure that it’s NFC, but Apple should be creating it. Apple should be edgy and shouldn’t be afraid to have a product which isn’t perfect. Innovation means taking risks and means cannibalizing your own market.

Proliferation of product lines

I count 4 MacBook Airs, 8 MacBook Pros, 3 Mac Minis, 4 iMacs, 3 Mac Pros, 8 iPod Shuffles, 8 iPod nanos, 4 old iPod touches, 12 new iPod touches, 2 iPod classics, 2 iPhone 4s, 2 iPhone 4Ss, 6 iPhone 5s, 2 iPad 2s, 6 iPad Retinas and 6 iPad Minis. That’s a total of 80 models! And that’s not counting accessories and applications.

Let’s take a simple example of why this doesn’t make sense. In the iPhone5, the cost of 16GB is $10, 32GB is $20 and 64GB is $40. In addition, the cost of an iPhone 4/4S/5 is barely any different. So Apple has a total of 10 models with barely any variance in cost, and a huge variance in retail price.

This might be good for Apple’s coffers but it’s not good for customers. When Jobs came back to Apple he drew a matrix of 4 machines: one desktop, one laptop. One home, one professional. Apple should slash and simplify product lines and get back to where it came from.

Reliance on two aging Operating Systems – OS X and iOS

Apple just put user experience under Jony Ive, who has been charged with creating a unified experience between desktop and mobile systems. The benefit is clear and it’s great in many ways. With each release, the laptop, tablet and phone experience becomes more similar and more intuitive.

The problem is simple: Microsoft, in particular, has created a system which operates how people think, in Windows Phone 8. The live tiles and stream-of-consciousness feeling of Microsoft’s system is the way of the future, and Google’s Android has mimicked this with Google Now.

But Apple, especially with iOS, has a system which creates walled gardens of apps, which you have to switch between. Integration between apps is minimal and you have a sense of being in a hallway with rooms, rather than a stream of consciousness.

Based on the design of iOS and OS X, Apple will never (in my estimation) ever solve this. Instead, they should now start writing the replacement to these two systems, to be released in 5 years. Don’t wait until you’re Windows ME before you create real change.

To innovate you must look out, not in

I don’t believe Apple has really innovated in the last 3 years. Ever since the released of the iPad in 2010, Apple has been obsessively making what it has better. As I said before, this has turned into the best and most polished consumer products ever made.

But the iPad Mini is a horrible example of what happens when you start innovating based on your competitors. It is a defensive play against Google’s superior Nexus 7, and horrible. It’s an iPad 2 in a smaller case, and Apple is capable of so much more, with its purchasing power. I hope they throw it out and start again.

And it is the case with everything they released this year, down to the beautiful new iMac with its impossibly thin edge. Beautiful, better, but not innovative. Apple may prove me wrong by reinventing a new market like the consumption of media, and the Apple TV would be a good place to start.

Charity begins at home

America’s Fiscal Cliff has gained huge global attention, and I believe it will cause a change in taxpayers behavior over the next few years. There will be an understanding that outsourcing manufacturing to other countries (usually China, in Apple’s case) is outsourcing jobs that could be performed in the local market.

When you combine the need to reduce government spending, an increased national debt and Apple’s $41bn profit in fiscal year 2012, I believe that consumers will start to mount pressure to move jobs back into the USA.

There is a sense that Tim Cook knows this already, as he is moving iMac production back to the USA – which is no doubt an attempt to put his toe in the water. There is a sense that with the inflation rates in China, combined with worker productivity, this may be a great plan all around.

Final Words

You may notice that I didn’t moan about the Apple Maps debacle. Such mistakes are human and Apple Maps gets better each day. I’m sure that Tim Cook is already all over creating rich apps that can compete with the quality of Google’s content.

What Steve Jobs, Tim Cook and Jony Ive have done with Apple is amazing, but there are warning signals that Apple has become an amazing company for supply chain and operations rather than a true innovator. And if that is the case, they will fall to the same fate befell that Nokia and Motorola. Good luck Apple!

10 Tips on using the Apple iPad as your primary device

I can be clumsy when overtired. And so it happened that I broke my laptop whilst travelling to a major conference, and couldn’t get it replaced for nearly 3 weeks. As it happens I then smashed the screen on my iPad, but that’s another story, and anyhow it carried on working.

For those 3 weeks, I had only my iPad as my primary computer. Here’s how I coped – and then ended up loving the iPad more than ever before.

1. Let go of trying to curate complex content

Question is – can you? With my job I often can for some periods of time, because content curation happens in fits and spurts. When a suitable powerpoint presentation is written, you can stick with it for some time.

2. Focus on Task Management and workflow

This was my next lesson – and there are some great software enablers for this on the iPad like OmniFocus. I love this because I can categorize and prioritize tasks – entering them as I think of them, and making sure I actually get things done. This is actually a huge boon for productivity.

I’ve also bought a bunch of apps – Keynote, Numbers and Pages to cover off displaying documents properly that others send me. GoodReader, which allows you to process ZIP files. And a bunch of free apps – Lync 2010, LinkedIn, Twitter, Skype, Facebook. I use most of these on a daily basis and they make a difference to productivity.

3. Buy an Apple Keyboard and an Apple Smart Cover

I’ve tried a bunch of iPad cases like the ones from ZAGG and Logitech, but they all SUCK. They are cut-size keyboards that cause you to compromise. Instead, buy a spare Apple Keyboard and carry it when you need to create content. Conveniently, the keyboard shortcuts also work.

For example, this blog is written on vacation, using the Apple Keyboard on my lap. I can type just as fast as on a desktop computer and I leave the keyboard in the hotel safe when I don’t need it.

4. Always carry the 10W Apple Charger

But only to your hotel room and never during the day. I charge the iPad every night, but never need to charge it during the day. That’s the beauty – on a tough day I get down to 10% battery but I’ve never run out. If you get desperate, you can always steal someone’s iPhone charger!

5. If you’re clumsy, look into AppleCare+

I think it’s only available in the USA so far – in the UK they were not familiar with it – but for $100 you get full phone support, plus accidental damage cover. If you drop, drown or destroy your iPad, Apple will provide you with a replacement on the spot, for a $50 co-pay. They’ll do this twice.

6. Use iCloud Backup

I got my iPad replaced just now after the cracked screen and it was an awesome experience. You back up the existing iPad using iCloud and then reset it. When you set up the new iPad you select “use existing iCloud backup” and it puts your iPad back just the way it was – apps, settings and data – including the latest versions of apps – in about 10 minutes. You can do it at the Apple Store when they replace your iPad. So convenient.

7. Focus on being in the present

That’s the great thing about the iPad – you don’t focus on the computer, you focus on the room. Gone are the days of meetings where people peer into their laptops like there’s pictures of naked ladies on them (get the Friends reference?). Instead, focus on discussing, sharing, creating and white-boarding ideas. Create something great together and then take it home to work on it.

8. Relax

Remember that you don’t need to do everything right now and this is a benefit. So long as you capture what it is you need to work on, you can do it later. But, to do this, you have to let go a bit – and relax.

9. Get focussed on your email activity

The iPad is an AWESOME email device because it discourages long and rambling email responses. Email is at its best when it is used as a mechanism to convey a shared opinion, to pass over a task to someone who is responsible and capable of doing it. It’s at its worst when used for rants, rambles, conversations and grenades – or to avoid a face to face conversation. Make sure you use your iPad as a force for good!

10. Enjoy

Sit back and enjoy what you get in return – no big bag to carry around, no chargers and cables. The simple and elegant tablet and how it simplifies your life. On my latest flight I carried a small slip that included the iPad, its charger, a few necessary documents and a toothbrush. No heavy wheelybag, and everything I needed for a week in technology. Not even a need to open an overhead bin.

Final Thoughts

I’m wondering as I write this whether the day of the desktop computer will return. More and more, my laptop is a tool that I use at home, to create content or do complex financial analysis. Provided it is in sync – and iCloud and Microsoft Exchange ensure that everything is – I just don’t need my laptop during an average day.

And I’d conclude that whilst I still need a desktop – the iPad has become my primary device.

Has Apple reached the end of the line?

So I’m sat on a London bus going to buy a birthday cake, and I put, as I usually do, a set of boundary conditions around penning a blog. In this case, on my iPad, two short bus journeys totalling about 20 minutes.

And I’m pondering why, whilst I love my iPad 2, I very rarely use it. It is an item of beauty, of fashion and style. It is better than the original iPad by a million miles. The battery life is amazing and it integrates with all my other Apple stuff. It is always ready to use, always on the Internet with cellular Internet or Wi-Fi and never goes wrong.

So why then does it rarely get any use? When I go on holiday it is my device of choice – mostly because it is hard to work on it and temptation is kept at bay. At conferences where there is a lot of walking I sometimes use it. But the rest of the time it stays at home. And quietly downloads my email.

And then I think of Apple as a whole, I start to wonder when it last innovated. The iPod, in 2001. The iPhone in 2007. The iPad in 2009 and the unibody MacBook in 2008. Each of those were very interesting innovations. Like all good innovations, the technology wasn’t quite there to make version one a success.

What Apple has done amazingly well over the last 4 years is to execute on its past innovation. I have no doubt that their product line right now is the best, most polished it has ever been. Just like Nokia’s was in 2001. And that, you see, is the problem.

Because if Apple thinks that the new Apple TV, iPad 2 or iPhone 4S are innovations, they are dead in the water in 5 years time. The closest thing Apple have to innovation in the last 2 years is Siri, but their entire smartphone design is in such silos that Siri cannot integrate to the level it would need to, to innovate.

I don’t think that Apple is necessarily dead in the water yet, because there is time to be innovative once more – and remember that one amazing product every 5 years, with excellent execution in the middle, is still enough. The death of the innovator himself, Steve Jobs, makes that much harder for them.

Regardless of this, Apple will continue to grow because of their fantastic execution, for years to come. But unless we see a change, I predict that we will look back in 2020 as 2011 being the beginning of the end.