October 16 announcement

Today Apple made another big announcement; the second in as many months.  You can watch the keynote for yourself here.

For any who have been under a rock all day, as expected, Apple announced the new iPad Air 2, iPad Mini 3 (which still only has an a7 processor?!) iMac 5K Retina, Yosemite, iOS 8.1 (with Apple Pay), and an upgrade to the Mac Mini, which usually doesn’t rate any time at the big announcements.  A pretty good line-up.  I’d like one of each, please.

It was fun to see Craig Federighi making light of Apple’s apparent inability to keep a secret these days.  Craig has the presence and showmanship to be the face of Apple in much the way Jobs was, but in making light of that, it shows a different Apple than Jobs ran.

A long time ago, Steve Jobs made the point that Apple was not only unafraid of cannibalizing their own sales, but that they would rather cannibalize their own sales than let a competitor do it.  Phil Schiller made a point at 62 minutes into the presentation that underscores that this philosophy is still alive and well at Apple:  He notes that each product is pushing on the next to be even better; that as the iPad challenges what a computer can be, this, in turn, challenges Apple to move the higher end computers forward as well.  They give Phil all the good lines in these presentations.

This is a really important point though, and I’m not sure that the mainstream press will pick it up whilst they’re busy ooh-ing and ahh-ing over the new 5k iMac and newer, faster, better iPads, or else decrying how Apple will be going out of business next week because they didn’t announce an iPad Pro.  That point is that Apple still does not see themselves as competing against the Androids and Windows PCs of the world.  Apple sees themselves as competing against themselves.  Always striving to build the best widget that they can build, regardless of the competition.  Winning or losing, marketshare or mindshare; none of that matters.  What matters is whether or not the new device/software is a significant improvement in some fashion over the old device/software.  And that, my friends, is what makes Apple different than anyone else.