Peter Thiel, the venture capitalist, reckons ‘the age of Apple’ is over. But I don’t think there ever was an age of Apple, apart from for Apple fans. I mean, if you’re happy with Android, you will look back on the smartphone era as your Android era.
There were ages. There was the age of the PC, and that of the desktop publishing revolution, the time of the digital music player, and that of the smartphone then the tablet, sure. Apple was at the forefront of all of these, but never exclusively ruled any to greater and lesser extents. Apple at first didn’t have the marketing or financial muscle to rule its markets, and then only ever became an effective player in them, even when it was largely responsible for entire categories coming to public attention in the first place. Actually, the only category I can think of that Apple did almost exclusively dominate from beginning to end was the iPod, since no other music player came even close to surpassing it in use, sales or public perception.
As a man of experience, Thiel should know that making any kind of sweeping pronouncements is not worthy. But hey, Thiel works for that inconceivable blow-hard Donald Trump as his ‘Silicon Valley evangelist’. You really can’t expect much considered comment, or even intelligence (beyond finely-honed and single-minded opportunism) from such a figure. Unless you are a fan of the greedy, of course.
Apple has always been about making unapproachable technology approachable. Back in the day, what was holding up PC adoption was the amount of training and knowledge required to make a computer do … anything. Apple fundamentally changed that with the introduction of the Mac’s Graphic User Interface, or GUI, which made the interface and operation of personal computers conceivable for almost any user. This approach has been the real bedrock of Apple ever since, and remains so, which is why longer-term Apple users roll their eyes when people speculate about what the next major technological revolution from Apple will be.
They’re missing the point – better to focus on what’s difficult about technology that Apple decides to make usable.
Even so, Apple has been beavering away. Can you think of ten new Apple technologies Apple introduced in 2016? Nor can I, but there were at least ten significant ones. Ceramics, machine learning, differential privacy … all these things will come into play more and more as Apple evolves its personal computing platforms. Remember, Apple plays a long game, not a short one – Steve Jobs envisaged the iPhone 25 years before it was possible to create it. That’s the real reason Apple is still here, and still very powerful.
But this does all bring to mind Apple’s profit margins. They’re unacceptably high, in this day and age. iPhone sales have been static for a while, and iPad declining. Why? I really think price: once you can get something almost as good for a third the price, ‘almost as good’ becomes pretty compelling.
Most people will deal with a reboot, crash and slowness once in a while for an extra $700 in their back pockets.