There is something about Apple’s place in the technology universe that you can take to the bank; a series of events which can be trusted to occur every time Apple releases any new product or makes changes to existing product.
Everyone knows Apple can be trusted to rule the headlines in a manner far beyond market share statistic of Mac, iPhone, iPad, Watch, or Apple TV. But, more than that, each time Apple does anything with a new product you can be sure these things will follow within days and weeks. Every. Freaking. Time.
What. Goes. Up.
Back up a few decades to the Mac. The entire PC industry laughed at Apple’s venture into point and click as the user interface of the future. It was. Fast forward to Apple bringing in co-founder Steve Jobs to run the show. Again. Competitors said the company should be shut down. Technorati elite said we should pray. Critics came up with 101 Ways To Save Apple.
Through the years nearly every Apple product was scorned by the powers that be but often loved en masse by and ever growing number of customers.
- Apple Stores – failure is imminent
- iPod – too expensive, too fragile, Mac only
- iTunes – nice idea, to0 bad it’s Mac only
- iPhone – too expensive, no apps
- iPad – just a big iPhone with no phone
- Watch – where’s the reason to buy?
- Apple TV – too expensive
- iPad Pro – too expensive
You get the idea, right? To the technorati elite Apple can do no right. Market naysayers have been predicting Apple’s demise for decades only to have the company post record revenue and profits quarter after quarter.
Among the company’s many critics are those who use a tried and true formula to drum up attention to themselves. We saw it with Mac, Apple Stores, iPod, iTunes, iPhone, iPad, Watch, Apple TV, and now the obvious update to the iPad line, the iPad Pro.
One writer calls iPad Pro the best computer Apple has ever made. Another says I’m giving it up after a week. Another explains why he dumped his iPhone 6 and went to Android. Another says he returned his new MacBook for a MacBook Pro. Another says the iPad Pro after only two days has made life better.
It’s almost as if the critic division of the technorati elite league boiler plates their Apple product missives and simply inserts the name of the new product and a few specifications in an effort to gin up page views and advertising revenue without actually having to do any work.
Their articles about Apple appear automated, and I mean that in a mechanical way; robot-ish. It wouldn’t surprise me to learn that no one actually writes those reviews– critical or positive– but that they’re created by some clever IT guy using a fill-in form, a database, and a script generator. Add the specifications and features to the form, click the Positive button and the PHP script spits out a mostly positive look at a new Apple product using phrases from a database. Click on the Negative button and the script spits out a negative piece from the same database. Regardless of the methodology, the likes and dislikes of such missives are the same but just move downstream to a new product from Apple.
It’s the ultimate in recycling; repurposing content to the n-th degree.
This kind of tit-for-tat headlining happens every freaking time Apple introduces a new product or upgrades an old one. Article after article extolls the wonderful, life changing new features, while others go in the opposite direction, and declare that Apple is failing yet again to innovate, failing yet again to catch up to the competition, blah, blah, ad nauseam, while other writers declare their allegiance to the competition after trying in vain to use something with an Apple logo on it.
You’re seeing it happen now with Watch, iPhone 6s, Apple TV, and now iPad Pro. It will happen again next year when Apple releases Watch 2.0, iPad Air 3 (a smaller iPad Pro; works with Pencil), and Apple’s long-awaited-soon-to-be-criticized Apple internet television service. Then it will start again in the late spring with iOS 10, OS X 10.12 Bakersfield, and iPhone 7.
That’s what positively, absolutely happens with every new Apple product. If it was money you could take it to the bank.