Talk is cheap. It’s time to put up or shut up. Nilay Patel on why Apple CEO Tim Cook keeps talking about new Apple products (but doesn’t launch any new products).
“We see significant opportunities,” he said, “in both current product categories and new ones.”
That’s the second time Cook has mentioned new product categories on an earnings call — in April, he teased a “lot more surprises in the works,” including “the potential of exciting new product categories.” And looking back over Cook’s two years leading Apple, there have been very specific discussion of new products the entire time, although Cook has yet to deliver any.
Replacement iPhones and iPads and MacPro don’t count. Where are Apple’s new products?
Apple’s been delivering almost nonstop product growth across the iPhone and iPad businesses for years now, and investors are clamoring to hear that there’s another rocket ride to come as some of that growth appears to be tapering. That might be unfair or shortsighted — Apple’s almost certain to have a strong holiday quarter of sales with new iPads and iPhones in stores — but there’s no denying that Cook and his team have carefully laid the foundation for an entry into a new market.
The only real questions are whether Apple decides to deliver on that foundation in 2014 — and which new product category it decides to enter.
First comes the infrastructure and ecosystem, then come the products. iGlasses and iWatch?