Apple’s always been the company that promised us the world. Steve Jobs’ genius was his ability to convince us that every single thing Apple did shifted the Earth on its axis.
Recently, that feeling of magical futurism has faded. Apple events have been preceded by a feeling of “been there, done that.”
Forget the “wireless future” that Apple talked up at yesterday’s iPhone 7 event as it tried to convince us that we really want AirPods and a dongle rather than a headphone jack. If Apple has a strategy in 2016, it’s underpromise and overdeliver.
And it’s working great!