Apple’s return

In fact, Apple got nowhere. I mean, he doesn’t have to come back from nowhere. The company has been around for years achieve goal after goal, passing a breaking point that few companies could have survived: the death of its genius Steve Jobs. The last time Jobs was not at Apple, he chicken coop into which this company that we would not recognize today became, they were about to put it out of business. “Apple should return the money to shareholders and close” – dared to declare Michael Dell at a time when all the fish seemed to be sold.

Job Pero Returned.

And perhaps the first thing he was looking for in the new Apple – his new Apple – wasn’t to find the revolutionary new device that was the iMac, the iPod or later the iPhone: he was looking for a team with direction, with heart – and a few other instances – and enough confidence and conviction in the objectives that had to be achieved in the short term in order to win in the long term. Some call it “following the plan”, others “Apple DNA”. Maybe they just – no more no less – needed this Steve from April 1, 1976. That kind of crazy. And this message was beyond him.

Tim Cook was the perfect lieutenant for this trip but also understood the project: to seek to establish in the company a group culture that cannot be found elsewhere. He wasn’t meant to replace Jobs – some of us wished him luck in his first keynote, because that was going to be hard to understand – but he was meant to complement Jobs’ work and inertia. Cook since 2011 has been every success Apple could have aspired to, even taking it to a market capitalization of over $3 trillion. The iPhone is stronger than ever, the Mac has gained relevance with the move of Apple Silicon, the services division alone is another successful business, everything they do in a quarter seems to be s improve and break records compared to the previous one. But then… What else do we want from Apple?

Good everything.

Find innovation when innovation seems to be confusing

Apple demands it more than any other company in the world. Regardless of, each innovation transformed into a product caused a change in society. The Macintosh, with computing. The iPod, with the music. The iPhone, with apps and connectivity. The iPad revitalized the world of tablets where today there is no competition. The Apple Watch, which has come to define itself among myriads of competing devices and is today the benchmark. Even Apple TV+ has changed its mind about the minimum level of quality for TV series. diffusion.

but we want another iPhone, for example. Not “another iPhone” – that one too, but that one will arrive in September – but another revolution like the one caused by the iPhone. We want another Steve Ballmer saying the iPhone won’t work. To those of BlackBerry who wonder about the fact that a device with a 3.5-inch screen has a battery capable of lasting more than an hour. To the haters, when the iPhone killers arrived, those who preferred the Nokia because “an on-screen keyboard was not going to be usable”. All this madness complete package. And then the Jobs of 1976 embodied in 2007 pulls out of his pocket the device that filled all that – and much more – but puts it back because “I want to talk about the competition first”.

To confuse revolution with innovation It has become commonplace in technology. In the case of Apple, to cite just one of its projects, the creation and transition to Apple Silicon

was exemplary. Who was going to tell us all who had suffered from the previous transition from PowerPC to Intel processors. But we are looking for a new product that breaks with everything. No matter what the competition doessmartphones already existed in 2006), Apple is still the one who defines. You are bound to meet unreasonable expectations, but because you have already done so. We want you to do it again, the same way. But we don’t know exactly with what. However, it seems that Apple yes he has a plan.

The next “iPhone” will debut at WWDC22

Ayer Robert Scoblea mythical tech evangelist who worked in the golden age of Microsoft and today analyzes the implications of virtual and augmented reality in society, posted on his Twitter a very interesting thread about the next big Apple product. The one who can bring about that turnaround we were talking about again – the one we demanded – and that you can not only redefine the category of the device, but change how we will understand the business next year.

“It would be great to be able to bring back the friends that I have and that I know are working on this project” – Scoble talks about confidentiality agreements so strict that they cannot even mention the existence of confidentiality agreements. “One of them told me a year ago that the same evening he would disappear because of the company I knew and loved”

. The last time this level of security and secrecy happened in a project was in the so-called Project Purple which gave birth to the original iPhone.

Talk about Apple Glass. That it will be presented at three events, the first of which will be WWDC22, where a new development environment for photorealistic 3D environments for scenes, avatars and more – something else to add to that primordial soup the company has been cooking for years with work on AR, LiDAR and its other technologies. He predicts that the company could introduce its own version of the NeRF (“Neural Radiance Fields” developed by Google Brain in Berlin) an algorithmic method by Machine Learning able to recreate 3D images from static images”in a certain surprise that no one expects”.

The next event would be presentation of the augmented reality device itself. Expected according to their accounts for January 2023, a product with technology that we have not yet seen in a way that allows us to see and interact with these new 3D experiences. The iPhone was presented in January, so if this date is chosen it will be more than a statement of intent by the company. In addition, the first capabilities of the machine will be demonstrated, but it will not yet be marketed.

The third and final event will be the beginning. Around June 2023, where we will see the ultimate design and complete experiences developed for the product, as well as the final date of purchase. Scoble mentions that the capabilities of Apple Silicon chips are going to be key for this project – and maybe that was part of the plan. Not to mention capabilities such as the ultra-wideband chip, which will enable more immersive wireless music for these evolutions.

The result of this “return of Apple” also means a new era of products, such as screens or headphones, not just the glasses themselves. The benefit of ubiquitous enterprise computing, the interconnectedness of its ecosystem, and most importantly, people’s trust to enter into a product of this type could be key in the next twelve months – which, according to the analyst, could be the most exciting of recent years. And if any of this seems impossible, makes you laugh, or seems crazy, maybe it’s because we’re at the perfect time to make it happen. Until the arrival of the next “iPhone”, complete package.

‘Cause if it’s true, we’re only a little over a week away discover.