Enough of the hadith, Apple. It is time to present all these “amazing” things already

Tim Cook, CEO of Apple and efficiency effective, will be frustrated last week when another leakage broadcast more dirty laundry of the company in public places. After the employees demanded to stop the leakage of internal notes, he faced a copy of a full meeting of the hand that escapes from Apple Park and appears online. It does not seem like a man who sings easily, but this should be confusing.

Or maybe not. I try not to be excessively sarcastic when it comes to Apple’s relationship with the media, but this particular leak showed that the company in – how to put this – positive light. Among its reproduction: Cook is enthusiastic for the “amazing” Apple menu for the upcoming products; Apple has invested heavily in artificial intelligence and expects to dominate the sector despite its arrival late, as it has controlled many major markets in the same way in the past. It is a kind of dirty laundry that your neighbors really love. Perhaps the pants are particularly fictional.

In fact, instead of an embarrassing leakage, this is exactly a kind of object that Apple has placed in the public domain over the past few years. (I do not claim that this was a deliberate leakage, to be clear, only that it is lucky.) While Steve Jobs is famous in his team in the Mac team, which is the principle that “the real artists are shipping”, insists that anyone can have good ideas, but the real genius lies in turning these ideas into a practical reality, and the company that was found in a different direction has been found. These days, Apple is every hadith.

I think the habit started in 2017, when the company announced a product called Airpower alongside iPhone 8 and X. It looked great: A wireless charging plate can charge multiple devices at once and set the power output in a dynamic way to deal with its various requirements optimally. Apple had an attractive design, and even the initial models of reporters showed at the advertising event. The initial models were non -functional, but do not care: the real thing will be here in early 2018.

Then it was not. Then it was canceled, with rumors of severe and essential production problems that its identity was not determined before the announcement. Unless she concludes that this advertisement has been released early, more than hope than expecting, that Apple lost her nerves when critics accused her of losing the ability to innovate and felt that it is necessary to announce something, anything That was really new.

Airpower was an attachment instead of a major product, so that SAGA did not cause relatively slim damage to the Apple brand. Some readers may even feel that killing the project instead of pressing the release reflects impressive perfection, and they may be right. But it is difficult to say anything positive about the early advertising about Apple Intelligence last year.

This led to the launch of the iPhone 16, the company has provided all kinds of major claims about the capabilities of Apple Intelligence, and listens to an advertising campaign about the idea that new phones were presented for artificial intelligence. But even the most primitive Apple intelligence features were not ready in time to launch the phone, and those that were more attractive (which were clearly displayed in the advertisement) did not appear at all, and who knows, you might never do so.

There was a time when this type of steam nail would not fly in Apple. When products fully composed of a clear blue sky fall, do not tell us that they will arrive “at some point next year (assuming that nothing disastrous is wrong),” but pre -orders are now open and the products will be here next week. It was used to make products and then tell us about them, and if people wrote things on the Internet, Steve Jobs would work on them and make them cry. He did not announce anything that has not yet ended.

Almost two decades ago, my favorite band released an album without previous propaganda. “Hello everyone,” the main guitarist wrote in a blog post. “Well, the new album has been completed, and it will be released in 10 days.” You can pre -order in second place. There was literally any zero expectations. It was a great surprise. I loved this album.

Compare this to the major Apple claims and mysterious promises. What are these amazing products? Unfortunately, Tim Cook cannot say. Why do I remember them at all? Is this because they are actually very boring? Or is that because they are still just ideas and they may become true at all?

Real artists ship. Everything else is just a conversation.

Welcome to Apple’s weekly breakfast column, which includes all Apple news that you missed last week in a useful tour of a bite. We call it breakfast in the apple because we think it is going wonderfully with a cup of coffee or tea on Monday morning, but it is great if you want to give it a reading during lunch or dinner hours as well.

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