Yes, Jobs was famous for this phrase: “If I were running Apple, I would milk the Macintosh for all it’s worth – and get busy on the next great thing. The PC wars are over. Done. Microsoft won a long time ago.” Cook copied only half of that.
What Steve Jobs did upon his return is history. He milked the Mac for all it was worth. And got busy on the next great thing. In fact, Jobs’ string of hits continued for years after his return. Apple Stores, iPod and iTunes, iTunes Music Store, Intel Inside Mac (more milking), iPhone and iPad, iOS and macOS App Stores. Jobs milked the Mac and revolutionized a few more industries.
What has Cook done? He followed in Jobs footsteps and continues to milk the iPhone for all its worth. Get over it. Android won marketshare a long time ago. iPhone simply brings in the most revenue and profits and that has helped Apple become fat, rich, somewhat lazy and slow, and the most valuable company on planet earth.
Half hearted. Where’s the next great thing, Mr. Cook?
I have little doubt that Steve Jobs would be impressed with Apple Watch. AirPods, too. But does any reasonable Apple follower not believe that Jobs would be disappointed with what CEO Tim Cook has done with Apple’s riches? Dividends? Stock buy-backs? Do those sound like programs that Steve Jobs would push?
Cook is milking the iPhone and that has made Apple rich beyond even Jobs imagination or expectations. Good for Mr. Cook. Good for shareholders. What about that next great thing, Tim?
The Mac and iPad have languished for years under Cook’s leadership. Those next great thing products– Watch and AirPods– are little more than accessories for the iPhone.
Do. It. Now.
Now is the time for Apple to step up the game and take charge because the industry is full of competition that will not go away into the night. Sure, iPhone Xs and iPhone Xs Max are big hits and Cook has figured out how to get more revenue and profits from an existing customer base that is not growing as fast as competitors.
Apple needs these new products. Soon.
iPad Pro – thin bezel, more power, new Pencil, Face ID, better Smart Keyboard, more competitive price tag.
AirPods – The surprise hit of 2017 has grown long in the tooth; a new version needs an improved microphone and better sound, plus capability for Siri Shortcuts.
Mac – Apple finally put some teeth into the MacBook Pro and iMac Pro models, but those are not the big sellers. The MacBook Air and Mac mini have not been upgraded in years. The MacBook is the most anemic notebook you can buy for the most money. New Macs, Tim. Start with a MacBook Air with Apple’s own A-Series A12 Bionic CPU instead of Intel Inside.
Display – Thankfully, Apple killed off the old Thunderbolt display, replace by a decent but overpriced offering in the LG UltraFine 5K display. Where is an Apple Retina 5K display for Mac users who want an external or multiple display. This requirement is a no brainer, but make it work with an iPhone or iPad Dock.
The Dock – Apple’s Touch Bar for MacBook Pro models is decent. If you used the function keys, it’s wonderful. If you did not, then who cares. But wouldn’t you rather have an option to plug in an iPhone or iPad to use on a Mac display or on an Apple external display. Samsung has it and it’s cool.
HomePod mini – HomePods might be a little hit because sound quality is important to Apple, but most customers balk at the price tag ($349) and competition is priced far lower. A HomePod mini at $229 would be more attractive, no?
Siri Fixes – Yes, Siri Shortcuts are a hit and over the next year I expect to see more iPhone and iPad customers get their fix of shortcuts. No shortcuts for you, Mac customer. While you fix that shortcoming, Apple, how about making Siri smart enough to know who is talking to her?
My list is a list of expectations; not one of which is out of range of Apple’s prowess or capabilities, but because CEO Tim Cook is so iPhone-centric these days he can’t see the customer forest for the trees.
Apple needs to do all of these things now.