It was in 2007 that an Apple product not so much stimulated the imagination of the fans. Even then the rumors and advances pointing to a phone, just like today, on the eve of the launch of the iPhone 6 In the middle there are more than 500 million units sold in seven years, a completely revolutionized the market, especially mobile telephony, and then the world of the app and the accessories, which then did not exist. But the competition to Android, now adopted by 85 percent of the smartphone, and the aggressive strategy of the Chinese producers, which are intended to take the place of the Koreans.
Apple that tomorrow is an historic day, and maybe it is not a case where the presentation will be held in Cupertino, Flint Center for the Performing Arts: was there that in 1984, Steve Jobs introduced the first Mac, one spot with Big Brother. But Jobs has passed away almost three years ago and now Apple is a company completely different: in the internal structure, the relationship with the other companies and the press, in the many public statements in favor of gay rights, ethnic diversity and gender , renewable energy and other topics of interest.
Tim Cook has done a good job so far: it has taken advantage of the benefits of technology and ideas that Jobs had bequeathed, and consolidated Apple’s position as the most important company of hi tech current . Has focused on the ethics and culture of Cupertino, and has since built a whole new team manager, also taking great names from the fields far away from technology as Angela Ahrendts (Burberry) or Paul Deneve (Yves Saint Laurent). He refreshed the image of the company with the acquisition of Beats, but also communication, with a new manager for social media and – in short – a new global head of the press office. Last, in order of time, announcing the arrival of Mark Newsom, one of the most important industrial designers in the world, alongside Jonathan Ive.
Cook has done a good job also presenting every year new computers, new iPhone and the new iPad with incremental improvements, but no revolutionary innovations. So much so that some have begun to think that the ability to innovate of Apple with Steve Jobs was over and that now the apple not start to become a new Microsoft, with more and more complex organization charts and produced less and less interesting. In fact the true exploits Cupertino arrived again at a distance of several years, and have a very long time of research and development.
The iPhone 6, in the two models by 4.7 and 5.5 inches, this time it will not be just an evolution of the previous model, but a real revolution, at least for Apple, as the smartphone market is already crowded devices with large screen and NFC for mobile payments (so far, however, the screen sapphire seen on very few devices). And of the other solutions used by none Apple actually advertises itself as truly unprecedented: as always, to make a difference will be the way in which they are used.
But with the smartwatch, also expected tomorrow, Apple brings Cook in a hitherto uncharted territory, where competition is already strong, even though no one can yet say that I have really built a smart watch that it is essential to possess. There is the software, the hardware is, it lacks a clear vision on how to use a smartwatch: so far the best that can be said is that it is a second screen for your smartphone or tablet, where notifications are read comfortably without having to pull out the unit from the jacket or bag. And this is not enough to convince potential buyers: so the latest model of Samsung, the S Gear presented a few days ago, if nothing else has a SIM card to phone (but you have to talk to bring the wrist to his mouth, and it is hard to consider an optimal solution).
So Apple should not only launch a smartwatch, but do as in 2001 with the iPod (and then again with the iPhone and the iPad in 2010): Reinventing a market, build a device it becomes indispensable. This is the biggest challenge for Tim Cook and his Apple. Tomorrow must prove not only to be the most important hi-tech company in the world, but he still has the courage and inventiveness of a startup.
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