Apple - Waiting for the right time?
Apple launched a newer version of iPad on March 7th, 2012 which is almost similar to iPad 2. New highlighted features include HD screen and a faster processor which, in my understanding, are not very distinctive features. As a current user of iPad 2, I am happy because no other new iPad user can show off his/her new iPad when I am using mine. As an Apple fan I am disappointed with yet another not-so-different product release. And as a business professional, I am curious about Apple’s strategy post Steve Jobs era.
Should we call this product a failure? No way. New iPad is still one of the best tablets in the market and with new features Apple’s new baby is challenging other companies to keep coming up with new products. Apple still dominates tablet market hands down and no other company is able to compete with Apple in this market despite serious efforts from me-too Samsung products and lower cost Amazon tablets. However, does this product launch justify the status of Apple as an innovative and strategic marketing company? My answer is, no.
Apple’s strategy of focussing on fewer products is a perfect strategy as tablet and phone market still has a great potential to consume more of these products. However looking at the past two launches of iPhone 4S and new iPad, I am a little skeptical about company’s senior leadership and their tactics to keep the ball rolling. I am not worried about their vision as they got it from Steve Jobs. But do they have any sales person like Steve Jobs in senior management who can promise and deliver a unique product to accomplish that vision? iPhone 4S went through a lot of criticism for not providing any new distinctive feature. At the launch of iPhone 4S, iPhone 4 users were happy, iPhone 4S users were happy and investors were happy but Apple fans were unhappy. Similar story was repeated during the launch of new iPad.
Nobody knows what is happening behind the screens. But one thing is clear that past two launches of Apple products do not justify company’s innovative products launch history. I am ready to give the senior leadership a benefit of doubt as Apple is still recovering from Steve Jobs’ sudden departure but this should not last long. Apple products’ biggest competitors are Apple’s own products. This is a highly profitable and comfortable position but this will not remain for long as the industry is moving at a faster rate than we can imagine. RIM and Nokia went through the same phase and now struggling to make a comeback.
It will be interesting to witness the next Apple product launch. Senior management will have enough time to recover from Steve Jobs’ shadow and to redefine the product lines. Next product launch will be a fire test for Apple and I hope they will come out as a winner.
