Daniel Hruska At the Worldwide Developers Conference 2013 they revealed Tim Cook, Craig Federighi and Phil Schiller the near future of Apple. Of course, the new one attracts the most attention iOS 7, which is a flagship product for Apple in the current post-PC era. It holds right in the hinge OS X Mavericks and a pleasant surprise took place in the form of a redesigned professional computer Mac Pro. Other news were iWork for iCloud and iTunes Radio.
These are all products and services that will shape the face of Apple in the coming years. I will not talk about the details of the individual products and services that were presented at the keynote. I want to focus on the keynote itself. This was the first time since Steve Jobs did not perform on it, a really good show that I devoured for two hours without taking my eyes off the screen. She was just great.
All three mentioned members of the company's top management were bursting with jokes, responded quickly to the audience and even took a few shots at Apple itself. Phil Schiller's sentence caused the greatest response: "Can't innovate anymore, my ass." For me, it was the highlight of the whole keynote, because it was one of those moments when Apple presents something completely new.
Furthermore, it was felt that Apple currently operates completely differently, as far as the internal structure is concerned. The entire keynote was not built around one leading person, but was spread among several speakers. Apple is now one big collaborative entity rather than separate units as it was under Steve Jobs. And as you can see, it works just as well. Tim Cook does not act according to what Steve Jobs would do, but according to what he deems appropriate. And that's the way it should be.
But what caught my attention outside of the news was something that most of the followers didn't pay much attention to or simply let it out of the other ear right away. It was a new ad Our Signature, translated as Our signature or Our face. If you really think about the text of the advertisement, you can read from it the very core of Apple's thinking and its vision.
[youtube id=Zr1s_B0zqX0 width=”600″ height=”350″]
This is it.
This is what matters.
Product experience.
How do people feel about him?
When you start imagining
what can it be
so you back off.
You are thinking.
Who will this help?
Whose life will it make better?
When you're busy making absolutely everything,
jif you can perfect something?
We don't believe in coincidence.
Or luck.
To every "yes".
Or a thousand "no's".
We spend a lot of time
over a few things
until every idea we come up with
it will not bring something better into the lives of those it touches.
We are engineers and artists.
Craftsmen and inventors.
We sign our work.
You rarely see that.
But you will always feel it.
That's our signature.
And that means everything.
Designed by Apple in California.
Some of you will think it's advertising talk, I won't refute your opinion. If, for example, HTC released an ad with similar text, I certainly wouldn't believe a word of it. But Apple's sense of detail, perfectionism, and focus on just a select few have been ingrained since the very beginning of the company, and it continues to this day. Apple focuses only on those market segments where it is sure that it can bring something new and enrich people's lives.
And this is apparently the only goal set by Steve Jobs, which the whole company is following. Not to make money, not to dominate the market, not to impress bloggers, but simply to enrich our lives. Yes, now you can argue that Apple does everything for money, especially since they make a significant margin on all of their products. If you look at this matter at least partially below the surface, there is probably something to it, as people are willing to spend their money for something that the competition offers to some extent at a fraction of the price. But price is simply not everything. Apple is a premium and mass brand at the same time. Apple is different, always has been, always will be.
Today's IT world is relentlessly fast-paced. Mobile phone manufacturers try to release their flagships and so-called iPhone killers. The appearance of each generation of these flagships usually differs dramatically. Also, the diagonal size of their displays is growing to monstrous numbers. Six years on, the iPhone is still the best-selling smartphone in the world. All this without radically changing the design or principle of how the device itself works. Apple simply presented a vision of how it envisions a mobile phone and sticks to it. Other manufacturers do not have their goal. Other manufacturers try to compete with specifications and other numbers, which after all do not say anything about the enjoyment of using the device, if you want user experience. Other manufacturers can only silently envy.
Honestly, I don't think it's necessary to change the design every year. As much as bloggers and some "analysts" would very much like it, I don't see much added value for the device itself. Apple goes purposefully through its two-year cycle, it does not look back at the outside world. He knows exactly what and how he wants to do it. Rather than a new design, they focus on improving the current one or developing other more important things. MacBooks have even longer cycles. If you once do something precisely, not just well or excellently, and most importantly, if you know exactly where you want to go with your product, you can build on this foundation much longer and more successfully.
Apple products are used by everyone regardless of their age. The iPhone can control a small child without you showing them anything beforehand. In the same way, my grandmother, who couldn't do practically anything on a laptop, was able to get acquainted with the iPad. But on the iPad, she nimbly looked through photos in albums, searched for places on a map, or read PDFs in iBooks. If it weren't for Apple, we'd probably still be using Nokia with Symbian (with a bit of exaggeration, of course), tablets would be almost non-existent, and mobile internet would still only be for executives and geeks.
Apple created the first capable personal computer. He produced the first truly usable MP3 player and subsequently digitized music distribution. He later reinvented the phone and built the mobile app development market, launching the App Store. Finally, he brought all of this to the iPad, a device that still hasn't hit the limits of its potential uses. With this, Apple made history with its unique, inimitable signature. What paper will he put the tip of his pen on next?
Nicely written and I feel the same way. Apple is not just a brand, it's a signature.
As I like to say: "Apple is not a brand, Apple is a lifestyle"
I agree, and that's why I love Apple! Steve Jobs' quote best describes it: Do it as if you were doing it for yourself. That means the best you can. ;)
Exactly. Then something like when Schmidt used a BlackBerry and Merissa Meyer an iPhone won't happen to you. Just create something you want and then maybe others will want it too.
Very nice and informative article. However, like the "Think Different" campaign, "This is our signature" seems to me to be more for Apple itself than for the public. So that everyone realizes that it is something more than tinkering with electronics. He is the motivator of the entire team at Apple.
That's what I really like about it. Play on how these devices will really affect our lives.
The graphic presentation with the bouncing balls totally got me. A wonderful thing not only to look at, listen to, but also to think about.
Nice article, although I would say from some of Apple's actions that money comes first and foremost :) but quite often they have the right to do so.
interesting article. Are you also preparing an article about the company that did she present those cars using iOS? I would be quite interested. I don't know if I understood it correctly, but those cars were able to smoothly adapt to other cars, etc. Did Apple want to show the future? When I simply get into the car, the iPhone synchronizes with the car and the car takes me according to the appointment with the address in the calendar where I need it?
I feel the same way, but the bad language people say it's all just great marketing and they've got us pretty worked up. I don't agree, but at every turn...
Maybe it's just marketing. But Apple deserves all the more admiration. If they are what we perceive them to be, that's great. But not being so great and dedicated to your work and convincing millions of people otherwise is an art unto itself. I firmly believe that this is not just marketing - I experience the Apple feeling every day and I never get tired of it.
Really nice article, I feel the same as the author of the article.
Very nice article!
Thanks a lot for the translation! :-)
Well, the translation is not very good :) I was waiting for them to say the next sentence (or at least a similar one) and I didn't hear anything similar to that translation there :) ... but only in one section after that it got better :) (if I know English well) )
http://www.apple.com/designed-by-apple/
I feel exactly the same way - those who don't use will never understand.
My sheep, I will scratch you where you like it. I also invited Uncle Obama to come and see you.
Thank you :P :D
Nice article about what apple is actually about.