Ever since the Steve Jobs unveiled the iPhone in June of 2007, the smartphone industry exploded. In effort to keep up with the profit that Apple was making, other cellular device brands, such as LG and Nokia, furiously spit out smartphones in every size and shape. After the launch of the iPad in 2012, brands like Hewlett-Packard (HP) and Samsung made their own tablet appearances on the market.
None of these other products grew to be quite as popular as Apple’s iPhone, iPod Touch, and iPad, of course. Apple was a clear leader in the “smart” gadget market. Their innovation was clean, sleek, and user friendly products that weren’t exactly economical or sturdy. By not catering to the consumers, Apple somehow managed to dominate the market and leave people lusting after its products. And, as anyone can see, after their first glorious innovation, more advanced versions of the product, iPhone, persay, aren’t much of a stretch compared to the first.
Anyway, back to the release of the iPad in 2010. At the same time, eReaders were making an appearance in bookstores and on Amazon.com. This evolved into the popular new 7 inch tablets such as the Kindle Fire and Samsung Galaxy Tab 7. At that time period, Steve Jobs claimed that Apple would never make a 7 inch tablet. That, of course, would be following someone’s lead. And surely, in his mind, once you become a follower, you will forever be a follower.
In 2011, Steve Jobs passed away, leaving the fate of his company in Tim Cook’s hands. TIm Cook isn’t making good executive decisions for Apple Corp. First of all, he approved startling changes to the proportions of the iPhone and iPod Touch. The new “tallboy” display adds half an inch to the iPhone and iPod Touch’s screens, elongates the rectangular shape of the device, and makes it awkward to use, take pictures with, and use in general. It also caused a massive inconvenience to app developers. Rather than having to optimize their apps for iOS 6, developers were forced to alter, remake, and program in new graphics information to support this new display. The new iPhones now have an ugly strip of shiny plastic on the top of the back, rather than either a fully matte or fully shiny body. The new iPods are even worse, with some sort of strap holding attachment at one of the bottom corners that all new cases and covers must accommodate for. However, the dramatic, totally unexpected change that came was that the iPod touches were now in fact being offered in different colors. This was Apple’s first time in trying to cater to customers, giving them choices, and is quite a change from their original philosophy. Also, this change isn’t going to help them sell more. Research shows that people buy more, and make better choices when there are fewer options. Take the classic jam example. More customers purchased jam when there were 6 different types, rather than 24. It’s easy to choose between a black or white, rather than six different colors.
The recent iPad mini would never be on the market if it were up to Steve Jobs. However, Tim Cook, current CEO of Apple tries to save face for his company by claiming that a 7.9 inch tablet is in a completely different league than a 7 inch tablet (which the iPad Mini is). The iPad mini is clearly an attempt to keep up with the 7 inch tablet market. Most models in the said market cost half as much. Boo you, Apple. You’re becoming a follower. The new iPad Mini’s volume control buttons are on the right, no longer the left. This leaves anyone that’s not a brand new Apple customer (like myself) trying to push nothingness on the left side of the device for a couple moments every time they try to change the sound, only to realize moments later that the buttons have moved.
On a last note, the awkward, ear-side specific, and strange-feeling new “EarPods” (redesigned earbuds that direct sound straight to one’s eardrums) are too much of an inconvenience for our lazy generation- no one has the time to make sure that they’re putting the right one in their right ear and left one in their left. Unfortunately, because of their design, they don’t work otherwise. The redesigned chargers make it confusing in a household where people might have both older and newer Apple products. These new “features” (if you could call them that) make the once user-friendly Apple products more inconvenient.
Apple used to be a global leader in the electronics industry- other brands would scramble to try and catch up with them, model their products after Apple’s. However, since former CEO and forever innovator Steve Jobs’s demise, new CEO and not-so-much innovator Tim Cook has been making decision that are dulling Apple’s competitive edge at light speed. Because of these decisions, Apple is falling behind (especially after the release of the pretty darn innovative Windows 8) on innovation and its ability to impress the fickle consumers of our modern world.
~Elaine Cao