Enough talk, Apple. It’s time to deliver all that ‘amazing’ stuff already

Tim Cook, Apple’s affable and hyper-efficiency CEO, was frustrated last week, while another leak resulted even more dirty laundry from the company in public. Having demanded that the employees stop fleeing internal memos, it was faced with the transcription of an entire meeting of all the hands that escapes Apple Park and appearing online. He does not look like a man who drives easily, but it must have been annoying.

Or maybe not. I try not to be too cynical with regard to Apple’s relationship with the media, but this particular leak showed the company in a – how to put this – a light aroused with a positive light. Among its revelations: Cook is enthusiastic by Apple’s “incredible” slate of future products; Apple has invested massively in AI and plans to dominate the sector despite its late arrival, because it has dominated several major markets in the same way in the past. This is the kind of dirty linen that you would really like to see your neighbors to see. Maybe the pants are particularly sophisticated.

In fact, rather than an embarrassing leak, it is exactly the kind of thing that Apple has put in the public sphere in recent years. (I do not pretend that it was a deliberate flight, to be clear, simply that it is fortuitous.) While Steve Jobs knew his famous in his team Mac the principle that “the real artists ship”, insisting on the fact that anyone can have good ideas, but the real genius lies in the transformation of these ideas into practical reality, the society he founded in a different direction. These days, Apple speaks.

I think that the habit began in 2017, when the company announced a product called Airpower alongside iPhones 8 and X. It sounded very well: a wireless load cushion that could charge several devices at a time and dynamically adjust its power to optimally manage their different requests. Apple had an attractive design and even showed prototypes to journalists during the announcement event. The prototypes were non -functional, but too bad: the real thing would be here in early 2018.

And then that was not the case. And then it was canceled, with rumors of production problems so serious and so fundamental that it is surprising that they were not identified before the announcement. Unless you conclude that the announcement was made disastrously early, more in the hope that the expectation, than Apple has lost its nerve when experts have accused it of losing the ability to innovate and judge necessary to announce something, Nothing It was really new.

Airpower was an accessory rather than a flagship product, so that the sorry saga was relatively little damaged at the Apple brand. Some readers may even think that killing the project rather than switching to liberation reflects admirable perfectionism, and they can be right. But it is difficult to say something positive about the just as premature announcement of Apple Intelligence last year.

Anying at the launch of the iPhone 16, the company made all kinds of major claims on Apple Intelligence’s capacities, based on an advertising campaign around the idea that the new handsets were made for AI. But even the features of the most rudimentary Apple intelligence were not ready in time for the launch of the phone, and those which were the most attractive (and which were clearly presented in the ad) did not appear at all, and who knows, can never do so.

There was a time when this type of vaporware nonsense would not fly to Apple. When it would go beyond the products entirely formed from a light blue sky, telling us not that they would happen “a certain time next year (assuming that nothing disastrous is wrong)”, but that pre -orders are open at the moment and that the products will be here next week. He made products and then told us about us, and if people wrote things on the internet, Steve Jobs would sound them and make them cry. He would not announce something reactively that had not even been finished yet.

Almost two decades ago, my favorite group released an album without previous advertising. “Hello everyone,” wrote the main guitarist in a blog article. “Well, the new album is over, and it comes out in 10 days.” And you could pre -order it in such a second. There was literally no expectations; It was a wonderful surprise. I loved this album.

Compare this to the major claims and the vague promises of Apple. What are these incredible products? Unfortunately, Tim Cook cannot say. So why mention them? Is it because they are really boring enough? Or is it because they are still only ideas and they might never come true?

The real artists dispatched. Everything else is just to speak.

Foundry

Welcome to our weekly chronicle Apple Breakfast, which includes all the Apple news that you missed last week in an overview the size of a bite. We call it apple breakfast because we think it goes very well with a cup of coffee or Monday morning tea, but it’s cool if you also want to read during lunch or dinner hours.

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