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Apple turns into “American Samsung»

After analyzing the results of the Apple March 21st presentation I was so disappointed, the company which has always made one super smartphone, now turns into something like Korean Samsung, produces tons of gadgets for all market segments. In this article I will try to justify my opinion, however keep in mind that it is just my own honest opinion that may differ from yours.


On March 21st Apple presented three products. I cannot call them new in the full sense of the word (perhaps this explains the absence of Jonathan Ive on the presentation) – something similar we’ve seen before. iPhone SE – it is the same iPhone 5s with new chips inside, iPad Pro 9,7” – another “toy” in the iPad series, and new straps for Apple Watch – a tribute to fashion, as in the case with competitors like Swatch. My question is – if earlier you’ve been showing people a smartphone once a year, which was afterwards copied by the whole world, and now you present nylon straps for not very popular smart watch, do you really think that you are moving in the right direction?

The presentation in general was very little resemblance to the best example of Apple presentations. To the naked eye it was clear that the event lacked some “spark” of inspiration. Event was held by absolutely ordinary company, the guys from Cupertino were only interested in correct product positioning to get additional revenue from people who like smartphones with small diagonal and nylon straps. Sorry but “we are selling the future” was not the correct in all meanings phrase at that evening.

Unfortunately, now Cupertino is not is not setting the trend and now following its own course. They just copy the old strategies of competitors. Sony, Samsung and others a long time ago started to sell mini-versions of their flagships. Why do you “kill” a key advantage of 12,9-inch tablet, making of it “another” 10-inch tablet? You already have an iPad Air 2. And seriously mentioning along with that some straps? In overall – do you really think that it was worth to make a presentation just for that? In the old days for the event of such scale would be enough usual press release or some time during the autumn event. Steve Jobs wouldn’t understand you guys.

In my honest opinion, Apple moves away from what made the company so successful – from a single device, which includes everything that, according to its creators, makes the future available now. Now, the Company wants to become one of the best companies in the world to fill each segment in the market with various form factors and features. It looks like Apple just wants to become a company whose main task – to sell a bunch of boxes and due to the large portfolio draw attention of as much as possible consumers.


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