Apple: The Best is Yet to Come

by Matt Klassen on February 13, 2013

Don’t tell Apple its best days are fading in the rear-view mirror, as according to CEO Tim Cook, the best is yet to come. Amidst increasing media speculation that Apple has already crested its mountain of dominance and is making its increasingly rapid descent into mediocrity, Cook assured Wall Street and Apple aficionados yesterday that the company still has the magic, still has the ferocity, and still has the same big dreams about the future that initially wrought benchmark products like the iPhone and the iPad.

But Wall Street remains sceptical that Apple can resume the sort of massive paradigm shifting growth we saw with those two landmark devices, arguing that all the company has done of late is incremental upgrades to existing products, with not even a glimpse of the revolutionary innovation that got the Cupertino company to the top of the mountain in the first place.

So will the real Apple please stand up? It’s tough to say what company we have here, the one that under the watch gaze of the late Steve Jobs was able to completely rebrand itself and recreate the entire mobile market, or the one that under the languid partial gaze of Tim Cook has presented us with nothing to get excited about for several years now.

While most companies would give their figurative eye teeth to be in Apple’s position of longstanding dominance, the problem with being very successful in the tech market is that sooner or later people are convinced that the good times will never end. But just in case you thought Apple’s run might be drawing to a close, Cook was quick to assure everyone that the best is yet to come, and that’s because Apple doesn’t put limits on its vision of the future or where its business might venture.

“It’s because of that that Apple’s been able to do so many things for so many years, and do things that people didn’t know they wanted and now can’t live without,” Cook said. “We don’t think of the world with limits.”

So what does this future without limits entail? Unfortunately nothing concrete, at least in terms of products we might see in the near future. Instead, it seems that Tim Cook’s unlimited vision of the future pertains to the company’s corporate reach, as he bolstered investor confidence with promises the company would be working harder to capture burgeoning smartphone markets and establishing its iTunes and App Store brands in more countries around the world; the sort of global dominance that would allow the company to comfortably maintain a status quo that will likely bore the hell out of the rest of us.

With more than half of the world’s potential smartphone subscribers without access to any Apple products, look for the company to make inroads into largely rural nations, either offering newly rebranded versions of older iPhones or creating the much anticipated affordable global iPhone.

Either way, none of that demonstrates any of the truly unlimited vision of the future we saw with Steve Jobs, pointing instead to what I’ve said all along, that Apple has forgotten how to innovate, has lost its dominating ferocity, and will soon lose the interest of the North American public. Now just in case Apple thinks the global market will keep it afloat going forward, need I remind you of the story of the once dominant Nokia?

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Written by: Matt Klassen. Follow by: RSS, Twitter, Facebook, or YouTube.

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