How many of us who use a Mac notebook also use it on the desktop with an external display? Plenty of Mac users have such a set up, but few have an Apple-branded display. Why not? Apple doesn’t make one. Why not? Good question. Apple needs a new product revolution.
Somewhere around four years ago Apple launched an iMac with a 5K Retina display. It remains the gold standard for desktop Macs. Today’s Mac notebooks all come with a Retina display. What’s missing in Apple’s Mac line? A standalone, Apple-branded, 5K Retina display. Or, a less expensive 4K Retina display.
Apple doesn’t sell an external display for Mac mini or Mac notebook or professional level Mac users. Why not? CEO Tim Cook once proudly stated that all of Apple’s products would fit on a kitchen table. Cook was bragging that Apple’s line is highly targeted and efficient.
Apple needs a new product revolution. The last one was launched by Steve Jobs in 2010. iPad. Sure, you can buy Apple-branded Lightning-to-USB cables, silicone and leather iPhone cases, an incredibly overpriced Smart Keyboard Folio for iPad Pro, and a growing line of accessories for iPhone.
Accessories? Yes. New product revolution? No.
Yes, CEO Tim Cook is the King of Accessories. Whereas co-founder Steve Jobs revolutionized more than half a dozen markets after he returned to Apple in 1997– iMac, Apple Stores, iTunes, iPod and iTunes Music Store, iPhone, iOS App Store, iPad, Mac App Store, etc.– Cook seems content to market accessories for iPhone.
Accessories; not revolutionary new products.
Beats Headphones, Apple Music, Apple Pay, Apple Watch, AirPods.
Did I miss one?
Apple needs to sell more products because customers want more Apple-branded products, and an external 5K Retina display or 4K Retina display is just one minor example. Apple is a hardware company and the three largest products at the end of 2018 are the same three products that brought in the most revenue and profits when Steve Jobs died in 2011. iPhone, Mac, and iPad.
Wait. Does not Apple sell a few dozen Watchbands? Yes. All accessories to iPhone. Does not Apple sell a leather case for Mac notebooks? Yes. Accessory, again. Cases? Apple has a few. Products that match iPhone, Mac, and iPad? They don’t exist. Keyboards? Mouse? Apple has them for the Mac and they are outlandishly priced. Accessories again.
Apple’s executives seem afraid to put the Apple logo onto anything except, 1) iPhone, Mac, and iPad, or, 2) accessories for iPhone, Mac, and iPad.
Where is Apple’s latest new product revolution? It appears as if Tim Cook’s Apple is coasting along and enjoying life among overpriced furnishings in the House that Jobs Built.