Fighting Talk: WTF is this iPad Air thing?

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Apple fans, you much better duck. I am taking aim. And you know what’s coming. iPad Air? iPad Mini with Retina display? Is that it ?!

OK, I’ll admit it – I’ll probably get one. But before you call me a hypocrite, hear me out. The fact is, I’ll probably wind up taking it back, too, thanks to that 14-day returns period.

Let us be truthful right here. Apple appears to have actually lost the plot. I watched the statement like everyone else, awaiting a shooting star to appear on stage. Rather, I got the splatter of a wet lettuce – albeit one that’s considerably lighter with a smaller sized bezel.

Circle of strife

I’ll give Apple its fees – the iPad Air is a wonderful advance. But review what it’s changing – the iPad 4, which was very little different to the iPad 3. There’s absolutely nothing really ingenious here.

Yeah, the bezel has been slimmed. Yay! It’s lighter. Whoop!

But it still can’t do the laundry or make me a frickin’ favorite, can it? Can it?

The first iPad was a revolutionary product. It might’ve at first been derided as a large iPod Touch, but it set the tone. I’ll offer Apple that.

And the 2nd iPad was quite damn enjoyable too – because it altered the dimensions of what we already had. But the thing is, right from iPad 1, there’s been another strategy Apple’s been dealing with … and that’s to just provide 90 %, dressing it up as one hundred. To always keep something back.

Holding back

What am I talking about? Hands up if you screamed, kicked, bit and threatened to torch the joint because the first iPad came without a video camera. Why? It was such an apparent omission.

The concept was Cupertino was keeping that for iPad 2 to offer us reason enough to upgrade. Then iPad 2 came, a lot sexier with a camera, however packing a crap display at a time when Retina was simply removing. WTF Apple? You are much better than this.

And so, for the last 2 iterations, we have got little enhancements and now, we are informed something lighter will make it all OK? Provide me a break! And don’t get me started on the missing out on Touch ID. What’s that about? Clearly, it’s being kept for the next model, to give us extra incentive to update next year.

You can see this technique all over – the iPad Mini only just got a Retina display. Why? Why did it not introduce with one YEAR ago ?! I’ll inform you why – since then there would’ve been absolutely nothing to set it apart for clients come October 2013.

This is a terrible approach, smacking of desperation from a business that’s anything but. And prior to you shoot me down informing me the specifications are higher inside, remember that for many people who’re sold on appearances, that’s insignificant.

A cuter design or a nicer display will move infinitely more units than the distinction between an A1 chip and an A9000000 chip when you are pitching to somebody asking ‘Does this thing do Facebook?’

World leader’s woes

Apple’s pride was evident on stage. We were told in reverential tones that ‘Apple has actually paid attention’.

Here’s a concept: how about you don’t pay attention, Apple? Exactly how about you shut your ears and get to deal with something that’s going to wow us. Like the day we got the first iPad announcement? Like the day Steve Jobs pulled a MacBook Air out of an envelope? Apple doesn’t pay attention. Apple leads and we listen. Or that’s exactly what’s meant to take place.

I understand the iPad is the biggest selling tablet line in the world and I totally get that it’s the very best – in some people’s eyes. The iPad Air is stunning. But it’s not outstanding.

That gap between iDevices and rivals is getting narrower every day, and Apple’s got to innovate if it wishes to stay in the lead. I cannot help thinking that facet – the real innovation – died with its co-founder, 2 years back.


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