Nilay Patel (Nilay Patel), one of the authors of The Verge, reasons of innovation at Apple, citing the performance of Phil Schiller and flavoring his portion of his comments.
Phil Schiller (Phil Schiller) from Apple is one of the most peaceful and very knowledgeable about the business executives in the technology business, and its typical behavior during presentations looks like someone enthusiastically reads the press release about the best summer vacation world. But Schiller speech at WWDC main presentation has become interesting, more aggressive, when he represented the Mac Pro. "More than anything innovative? Hell with two! "- and the message was not addressed to the benevolent audience of developers, and the rich picky, the negativity that has accumulated due to fallen prices of Apple shares. And for ranting Schiller screen was impressive, completely black Mac Pro.
And the new Mac Pro is undoubtedly innovative. Amazingly small and incredibly beautiful - this can only make Apple: the company spent a lot of effort on the adaptation of the product for its tiny market of consumers, and because professional users would be happy just the updated processor in the existing model. Apple strength is that she understands what is important is not only the material aspect, but also an emotional reaction to the device, and if the main criticism way dissatisfied with the fact that Apple is allegedly no longer produces stunning, high-end computers on the market, the Mac Pro - the best refutation this. For the sake of this statement and Schiller took to the stage.
The company produces the best and so the best laptops and PCs, and many would argue that this also applies to their phones and tablets. Apple shares fell for the reason that the company was not able to for a few years to release a new product category, and the new software, such as Siri and iCloud, was disappointing the public.
The main problem is crystal clear Apple expressed in December 2012 by John Gruber (John Gruber), publishing frank statement former Apple employee Patrick Gibson (Patrick Gibson): «Google gets better in design faster than Apple - in Web-based services. "
At WWDC of new Web services Apple introduced iTunes Radio, and only cloud-based version of office package iWork. They are beautiful, but do not represent anything supernatural to oversaturated market. iOS 7 has a striking and controversial new design, but there was little examples of how iCloud will expand or improve the experience of using the iPhone thanks to a handful of updated features, and absolutely nothing has been said about the growing trend of using experienced users desktops with lots of third-party base applications. The new OS X there was better support for multiple monitors and the new maps application - but this app, not a web client. Google Maps continues to hold 90% of the market of devices on Windows.
And while Apple WWDC in time to make a huge emphasis on the design, it was obvious that the company shows a strong hand to its core audience, ignoring as an equivalent sphere of service, indicating that as an equivalent hazard.
"Most people are mistaken in the belief that design - this is only the appearance" - a famous quote for the New York Times of Steve Jobs in 2003. "We do not perceive as design. It's not just the look and feel. Design - this is how the thing works. "
Under the leadership of Apple Steve Jobs has changed the work of several markets - music, movies, smartphones, tablets, laptops - and these changes are tremendous. But for a long time Apple has not offered a change of this magnitude, and visually updated iOS 7 and the new Mac Pro is no evidence that these changes will be more. While Apple does not master the services and data - a key component of how things work in 2013 - from its design and will remain only a "look and feel".