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Apple Pursues Perfection

Posted by Andrew at 5:40 PM on March 7, 2012

Apple iPad 3As the Apple roadshow rolls out of town for another few months, I doubt anyone will claim that this was a classic performance. Even the most zealous worshipper has to admit that it was a straightforward and by the numbers presentation with no real surprises. You might even argue that there have been two mediocre events in a row and while it was easy to give Apple a bye last time because of the death of Steve Jobs, this time there’s no such luxury.

What did Apple announce today? An improved set-top box, a faster tablet with a better screen, an OS point release and some jazzed-up software. Hardly big news – Samsung had a better showing last week at MWC by miles.

So what’s gone wrong? Resting on their laurels and counting their considerable cash pile? In a previous post I mentioned that Apple was about perfection, not innovation and today’s event backs this up. Nothing ground-breaking but good solid improvements which undoubtedly will sell well. Not a mis-step, but not a stride forwards either.

To be fair, it’s easy to be armchair critic without contributing anything – what would I’d have considered as new innovations from Apple?

  • iOS Apps on the Apple TV. Not unique to Apple but an interesting step forwards with great potential.
  • Full control of the Apple TV from iPhone, iPod Touch or iPad. What you see on the TV, you see on the device in your hand, making it easy to control.
  • Similar situation but in reverse. Show off your photos or movies from your iPhone or iPad on the Apple TV without cables.
  • Pass running apps between iOS devices. Playing Angry Birds on your iPhone but now want to play the iPad? Pass it on over and continue playing from where you left off.
  • (Inductive charging would be nice, too.)

This would create an even more tightly knitted hardware ecosystem that would encourage owners to be all-Apple, rather than the existing media-orientated ecosystem.

Apple, while you might be raking in the cash, you need to and can do better. Next time round, let’s see some real innovation. Perfection is boring.

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