3 Stories That Describe Apple’s Future (not the past, today, and tomorrow)

What’s wrong with an Apple museum? Every company with a long, lustrous history should be proud of their accomplishments. Not Apple.

What was Apple’s response to David Greelish’s attempt to goad Apple into creating a product museum in the company’s new Cupertino headquarters?

Apple Senior Vice President Phil Schiller:

We are focused on inventing the future, not celebrating the past. Others are better at collecting, curating and displaying historical Items. It is not who we are or who we want to be.

In other words, anyone who wants to can create a museum for Apple products. It just won’t be Apple.

Why not? Apple’s genealogy includes co-founder Steve Jobs, and few tech company executives are as quick at dispensing with the past, and moving quickly into the future.

In other words, it’s in Apple’s genes.

Over the weekend I devoted about an hour in an Apple Store to using Apple’s new iMac. It’s remarkable that year after year Apple seems to move the bar forward in design, which includes beauty and functionality.

The new iMac is Apple’s best ever‘ says JP Mangalindan in Fortune. Thin, light, more powerful. And no SuperDrive DVD player/recorder.

Apple views DVDs as the past. I understand. I slave over a Mac keyboard all day, and it’s been almost a year since I needed to burn or use a DVD or CD. That’s the trend. Apple acknowledges the future and doesn’t acknowledge the past.

Finally, I noted with interest that Apple launched iTunes Store in dozens of new countries this week. And it launched the iPhone 5 to China Unicom customers and sold 100,000 iPhones the first day.

The iPhone will be on sale in 100 countries by the end of the year, but the real future is China. The iPhone is not yet available on China Mobile, the country’s largest mobile carrier. How big is that market? China Mobile alone has more customers than all cell phone carriers in the U.S.

A large component of Apple’s future rests in China. Apple’s designs and marketing may come from the U.S., product parts and manufacturing are in China, and China’s large population and rapidly growing middle class will fund Apple’s profits and stock price for many years.

The more than 1.5-billion potential customers in China don’t know that Per Lindberg of investment bank ABGSC Sundal Collier thinks Apple is pass√© and in trouble.

Apple doesn’t look to the past. The company is focused on the future. Whether through leaps of innovation, or the monotonous grind of incessant improvements, Apple moves forward.

China is part of that forward effort, and the burgeoning middle class there will buy iPhones and iPads and Macs for many years to come.