If there is one thing we should have learned from the recent political season in the good old U.S. of A. it’s this. Politics is about misdirection. What politicians say is different than what they do. And they lie about it.
Politicians care less about the people they were elected to serve than they do about furthering the own agenda; so, wherever possible they misdirect voters and media to avoid looking at what they actually do. Guess what? Technology companies do exactly the same thing. They misdirect.
To Infinity! And Beyond!
Buzz Lightyear would be impressed with companies like Amazon and Google and fully depressed by Apple. Why? Apple seldom provides a roadmap to where the company plans to go. Rumors may swirl around a new product announcement, but Apple usually surprises with the details.
Amazon and Google? Both are pie-in-the-sky companies that excel at misdirecting attention away from their failures and into the sky where the pie is always delicious and the future is better than anything George Jetson could have imagined.
Amazon head honcho Jeff Bezos wants to create a deliver service to the moon. Wait. What? The moon? What happened to all the flying drones that were going to deliver the Amazon goodies within an hour of ordering? Sorry. That promotional gimmick was a sleight of hand; a misdirection designed to help investors and watchers forget that Amazon doesn’t know how to turn a profit (or, hire engineers who can type with accuracy). The latest one is designed to help us forget about the drones and focus on an Amazon delivery service that goes from earth to moon.
Jeff Bezos owns Blue Origin, something of a competitor to Elon Musk’s Space X. Bezos has a proprietary plan to develop lunar spacecraft for an Amazon shipment service to deliver whatever moon settlers might need in a few years. You know, clothing, electronic gadgets, Amazon Echo, Amazon Fire stick; that kind of thing. Bezos says– and he said it– it’s time for America to go back to the moon and stay. If only he could take politicians with him. Oh, and that Amazon S3 engineer with the really fat fingers.
What does this have to do with Google? Or, Apple?
Google uses the same kind of promotional stunts to misdirect investors, watchers, and users away from the company’s real problems. Problems? Google the search engine and advertising giant brings in over 90-percent of the company’s revenue and profits, and nothing else comes close, which kinda sorta mostly means everything else is something of a failure. That’s what they don’t want people to know.
So, Google’s parent company, Alphabet (as in alpha ideas that bet on the future) has been pulling the cord on some of its recent bets and money losers but trying to hide that fact by misdirecting everyone toward self driving cars, home devices, and other public relations stunts that have yet and will never turn into money making projects the way Apple does it.
Alright, so Amazon uses misdirection, Google uses misdirection, politicians use misdirection, but what about Apple?
Only CEO Tim Cook is allowed to use misdirection in public. He likes augmented reality. He really likes augmented reality. There might be something in augmented reality. Apple TV is the future of television.
See? Misdirection. Cook also says Apple remains committed to the Mac Pro market it abandoned because it’s very important to the company despite the Mac Pro not being upgraded in nearly four years, and the only new products to be introduced since Steve Jobs died are a set of add-ons and accessories for the iPhone; the copycat Apple Music subscription service, Apple Watch, and AirPods.
Misdirection is everywhere.