… because Apple are definitely losing it.
They are flogging the new iPod Touch – which is basically the same as the old model, just abit thinner and with a couple of extra features – as the FUNNEST iPod ever.
What?
Jesus, it’s bad enough Hollywood promotes an image of “thin is better” … we certainly don’t need consumer electronic companies getting in on the act as well.
Joking aside, I have to say this reiterates my belief Apple are becoming more and more like Microsoft … or at least the Microsoft prior to the CP+B ads!
First they made a big deal out of little – yet beneficial – product evolutions [iPOD Nano 2nd Generation] … then they start celebrating the fact they’re purposefully using low priced materials to boost their market share/profits [3G iPhone] … and now they’re adopting the kind of meaningless marketing speak that the likes of LG/Samsung/SONY hold dear … I tell you, it’s a sign of a brand in abit of trouble.
Look I appreciate when you have a cash cow like iPOD, you want to keep milking it [even though it’s come to light they ‘borrowed’ the idea rather than invent it themselves] … however when a brand falls into the trap of seemingly defining innovation [though it’s really evolution] as ‘the ability to reduce the physical dimensions of a product’, then you have to start questioning where the once powerful vision has gone.
Apple has a long history of innovation … innovation that almost brought the company to its knees … so I totally understand why they changed their focus to ‘exploitation’ [of emerging trends/technologies], however what really helped that strategy to blossom was their ability to ‘define’ mini evolutions in a way that truly captured the imagination of society … so whilst size is important … the difference between iPod Touch 1 and iPod Touch 2 is negligible which means [1] the messaging has been fucked up [2] the innovation/evolution machine has fucked up [3] the companies focus has fucked up [greed, greed, greed] or [4] it’s all fucking up.
Infact if it wasn’t for the fact they have the disgustingly brilliant Bazza working for them, I’d be tempted to say there may be darkness at the end of the tunnel [ha!] … however as I know the little bugger is driven by better thinking, products and communication … I think there’s still some light left to run towards.