With the Las Vegas Consumer Electronics Show (CES) about to close its doors, it's time to see what the most important electronic equality of the year has left us. One of the things that attracted the most attention the plurality of ideas, products that companies prioritize in their research. Except for a release date or price, they represent more of a letter of intent than anything else. How to get attention from the media and the public, gives the impression that the company continues to innovate.
As always, Apple is not moving this electronically for a long time. Basically, teaching concepts.
Collapsed screens and futuristic cars: successful ideas that do not reach the market
Las Vegas electronics electronics are usually like a slack snack provided by tech companies. How to expect the tendency seen in nature. As if they wanted to descend on a newly discovered island in the middle of the Pacific and take a photo. Then go and be able to say "I was before anyone else." Full of companies doing the same, the place becomes a spectacle.
Dieter Bohn wrote a few days ago for his inaugural biography of The Verge. Although lasting a few days, the most powerful presentations are focused on "Day Zero". Bohn describes two outstanding sections in particular their concepts: rolling screens and cars.
We knew we would see more wrap screens this year at CES, but we didn't expect that very few would have a release date proposal. Dell & # 39; s Concept Ori and Intel & # 39; s Horseshoe Bend are just ideas, technology demos proving that, yes, these companies work on devices like these. But Intel has not allowed anyone to wrap up its wrap laptop, which seems to be a problem.
Dell wrap devices are a laptop with two screens and a tablet with a wrap screen. To judge images, the actual product is empty how to do what one thought a give. Not to mention that software is easy years away and that something may be needed. In this way, Bohn himself says that it took Apple a decade to develop third-party software and software at Hardware level. How much progress is required to make these assumptions endless?
But the concept-cars presented at CES 2020, the situation is the same. The Sons show the world the effects of having a separate business organization. So while that was PlayStation recently took the mark on its future PS5 and there is no concept or progress, and others The Sons open with electric car John Gruber saying they have no plans to produce. A car of almost any kind, unlike the Vision AVTR introduced by Mercedes-Benz and inspired by the 2009 Avatar movie.
All these products have one thing in common: they will never reach the market.
The difference between creating an idea and turning it into a finished product
In consultation it is sometimes said that the paper holds everything. And the idea. When I see this kind of technical science, I can't help thinking of two things: how it will be done and how the necessary tools will be developed. Gruber tells in his article Steve Jobs's most iconic episode:
What happened was the designers created an amazing idea. Then they take it to the engineers, who tell them "Ah, we can't do that. It's impossible." And the thing was getting worse. Then they took it to the production people and told them "We can't do that!" And it was terrible.
Jobs were straightforward to concept-cars and how many times they were wonderful products that ended smell when they arrive for sale. Creating a prototype in the laboratory and that it works is easy. But because pass it to the general public You need the right resources, tools, personnel, supplies, distribution, and marketing.
Why is Apple not introducing ideas
Apple makes no sense. Don't go to CES to tell the public what they are working on either how you see the problems of the future and its possible solutions (yes, he went to the panel privately but it was a different matter). To return to Gruber's article, he refers to one of the most revealing of the Counternotions:
Why would an advertising agency like Apple introduce the concept? In all probability, Apple produces more concepts and ideas than any other technology company for internal use. When Apple wanted to get into the retail business, for example, jobs prompted Ron Johnson to create a fully functional, full-size store and tear it down at the last minute and create a new one. Why didn't Apple launch a concept store at the time that the most skeptical media was to show the leadership it was seeing? In the same vein, Microsoft would have done it.
When Apple revealed its stores, the media called the adventure "madness." He would not win anything by revealing his purposes in advance. Products introduced by Apple for the first time, such as the iPhone, iPad or Apple Watch, enables when the process is completely closed which will take them to the pockets, bags and dolls of their future owners, as well as their after-sales support. These devices have the added problem of not being enough to create tens of thousands of them. No. Need to submit millions their in a very short time frame. And if not, let's ask AirPods, which were initially lacking for weeks.
Apple uses a unique approach across the industry, bringing the marketing of those products capable of creating, distributing and financing millions
For all these reasons, the AirPower charger failed is an example that when launching something a few months before it goes on sale, you risk it. Most of the time, Apple has just finished winning on its risky bet. With AirPower, it failed, or was a real product and it worked, though not as expected.
What we need to recognize is Apple's refusal to take its R&D efforts to stores for users to do guinea pigs For your money. This is clearly seen by Samsung, the company that uses the method there market technologies that are not fully mature and depending on whether they are active in the market or not, it removes them or repeats. The most recent example was the wrap screens last year.
Still, Apple can give the impression that it is not a car. That doesn't start. What your products are about too much Certainly. The truth is different. Apple is doing a lot of research, though only a few products come to market. And they do it when a company has a sewing plan that is able to get them into the hands of its customers.
