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Apple is losing more than the name game

Tuesday, 22 March, 2016

With the announcement of a new phone, called the iPhone SE, and a new iPad Pro, “we now have a dizzying number of choices to make when considering which Apple smartphone or tablet to buy, and all have almost identical sounding names,” wrote Nick Statt yesterday in a Verge article titled Apple is losing the name game. But it’s not just the name game that’s being lost. The thrill is gone, as the late, great B.B King put it.

A smaller iPhone, a cheaper watch, a new iPad Pro… It was as everyone had expected. On the social media channels, one could feel the lack of excitement and the eagerness for the event to end. Truly, the Steve Jobs era is over. Yesterday’s highlight, if one could call it that, was Tim Cook’s criticism of the FBI.
Apple Watch The Apple CEO hit the US intelligence and security service hard right from the start of his keynote, challenging the agency on unlocking the iPhone of one of the San Bernardino terrorists. This was the wealthy, powerful Cook playing the underdog, the good guy in a fight with the bad guys. But following this morning’s terror attacks in Brussels, we can expect more demands for even more power for the intelligence and security services as the fanatics seek to turn our cities into war zones. And it won’t stop at unlocking their phones, either.

Apple has built its devoted following on people who delight in cool new things. Encryption is very important, no doubt, but Tim Cook’s job is to develop and deliver products that will actually enthuse Apple’s customers. He’s not doing that. Tellingly, Jony Ive, the company’s Chief Design Officer, did not attend yesterday’s event. Maybe he was at his desk, designing something that will bring back the thrill that’s gone.