After yesterday’s announcements from Apple, there followed the usual flurry of reactions from various analysts and journalists. This was swiftly followed by a reaction to the reaction, with some parties suggesting that negative grumbling regarding Let’s Rock was somehow unfair on Apple, and that expectations had once again been driven by a hype machine and rumor mill on overdrive.
Some of the negative vibes yesterday no doubt arrived from the much-reported ‘fact’ that Apple actively urged journos to cover the event, claiming it would be a “big deal”. Clearly, there’s some truth in the possibility said ‘fact’ might be a big fat fib. However, does that make the cynical, dismissive and unenthusiastic response to Apple’s event null and void? Put simply, are we, as writers and commentators on Apple and its output, being too hard on Steve and co.?
‘No’ and ‘no’ are my answers to those questions, and for three reasons. First and foremost, Apple is an innovator. And while the company clearly isn’t going to reveal an iPhone at every event, that doesn’t mean we should ever expect run-of-the-mill. The day that happens, Apple is doomed and may as well sell to Dell.
Secondly, iPod has been the line that’s made Apple the powerhouse it is today. As Pete noted, indication that Apple’s fed-up with the media player business or unable to innovate means others are going to start playing catch-up. I can’t have been the only person to see the new nano and think ‘Zune’, and that’s a dangerous position for Apple to be in.
Thirdly, we have to remember that Apple is the one that, to some extent, drives the hype. There were the huge posters, in-your-face security, and ubiqutious secrecy. For relatively minor updates to its product line, Apple could have put out some press releases. Instead, it invited the world to watch and listen while Steve Jobs paraded his company’s products on stage to much fanfare. So, sure, the rumor mill might be a snowball gathering speed down a shockingly steep hill (before it hits us squarely in the face with a wet splat), but remember that Apple’s the one that starts the ball rolling.
Craig Grannell was once Cult of Mac’s designer and an occasional contributor. Find out whatever he’s doing now on Twitter @CraigGrannell or his website, craiggrannell.com.
