For all the attention Apple gets with new products, you gotta wonder what is going on in Cupertino. For weeks leading up to the new iPhone 11 models, we were treated to the final renderings of the rumor mill. Then, Apple introduced new hardware.
Hardware? iPad, Apple Watch, iPhone 11s. Thank you very much, exit stage left. So, if Apple is a hardware company then why are the likes of Amazon and Microsoft making more hardware these days?
Seriously. Microsoft plans a split-screen notebook, a split-screen smartphone, and introduced at least 127 different Surface laptop-cum-tablet hybrid devices this week. Amazon released twice that many just last week.
Is Apple really a hardware company?
The answer is obvious despite news headlines that say the company is pivoting to Services. No hardware, no Services, folks. No, what we want from Apple is more hardware.
Here’s my list.
New Macs – it’s time for a 16-inch MacBook Pro in a 15-inch case, an updated iMac with a 6K display, and an end to spinning platter hard disk drives. Yeah, it’s just a refresh, but you gotta start somewhere.
Oh, a new keyboard design that actually works more than a week would be a nice touch.
iPad Pro – and speaking of a refresh, who would complain about a new line of iPad Pro models that do not bend in the middle and run rings around a Surface Laptop 3 or whatever else Microsoft calls a tablet these days.
Alright, we need some new hardware, too.
Bluetooth Trackers – this one has floated around a while but would make an excellent holiday shopping gift. Set it up with the new Find My app, attach it to your kids, the dog, a cat, grandma or grandpa and you’ll always know where they are which makes it much easier to avoid them.
HomePod mini – yes, HomePod is great but do you know anyone who owns one? How do they like it? The sound is great and Siri is coming along, but how about a pair of them for $199?
I could go on. Apple Car, Apple Glasses, Apple iPhone Camera Lens Protector Kit, Apple Card Protector Sleeve, and so on.
The thing is, Apple is a hardware company. Services and Wearables depend upon hardware customers to exist. Apple needs more hardware; a broader iPhone line, more Macs, and how about a round Watch.
To paraphrase Jan Brady, “Hardware, hardware, hardware.”