There’s been a lot of speculation in recent days about the future of Apple. They have been quiet essentially all year, with the biggest update to any of their products being the the MacBook Pro. Not that that was any slouch, the jet-engine looking computer promising to be a mid-range server instead of a computer in terms of power.
And it’s not like they haven’t got things in the pipeline, the iPhone 5s is almost certainly coming, and the budget iPhone has been heavily rumoured to be in the works; oh and there’s probably some kind of iPad update coming too. So lots of stuff on the horizon, but it’s being met with an overwhelming “meh”.
Don’t get us wrong, there will still be people lined up around the block to get their latest iCrack; a good number of us at Kumulos will be right there with them. Apple isn’t one of the biggest companies in the world for no reason after all. The trouble is that we all want more.
And that “we” happens to include the company’s board of directors, who are getting increasingly antsy with Tim Cook, claiming that the company isn’t “innovating fast enough”. Aside from the somewhat questionable untone that innovation is somehow something you can just control the pace of rather than something that comes in unpredictable fits and starts, there’s also the issue of whether Apple is really doing badly.
The answer is no.
Of course it is, they have more money than half of the developing world. Even if they start to bleed money for a couple of years whilst they look for that next big thing; they’ll still be doing better than Microsoft or Google in terms of pure profit. And if money is the goal, then why is everyone worried?
The unlying issue here is of course, that Apple showed absurd growth during the end of the 00s and they kept doing it for years. Whereas most company growth is only in spurts, Apple kept a consistent push going all the way through from the release of the iPhone to around Jobs’ death. And now they’re still growing, but they’re not growing fast enough. Wall St wants them to be pushing that 80% growth mark still, but since when has any company ever managed to do that? The answer is not one (that we know of at least).
Like an athelete who, due to a perfect storm of events, sets a near unbeatable record during one Olympics, Apple have raised the bar so high that they themselves can’t measure up in the long run. But that doesn’t mean they’re doomed, just returning to a more sustainable pattern of growth. Sure, it’s anti-climactic and a little disappointed, but what do you want? A flash in the pan, or a slow burn that lasts as long as you want it to?