“Can’t innovate any more, my ass,” joked Apple’s Phil Schiller last year as he unveiled the latest generation Mac Pro. After accusations of the company stagnating and failing to put out a revolutionary product since 2010’s iPad sparked the post-PC revolution, Apple’s share price tumbled despite record sales figures.
Though targeted at the likes of video professionals rather than you or I, the ‘trash can’ Mac Pro was a sign of bright things to come. With a unique construction designed to save power, space and noise, the desktop workhorse (and Schiller’s comment) appeared to perfectly represent Tim Cook’s all-new Apple. They were going to innovate. They wouldn’t be afraid to have some fun. They were going to strike back.
Along came September 9th and Cook graced the stage at San Francisco’s Flint Center, bringing with him a pair of new iPhones and the long-awaited Apple Watch. All are clear responses to the likes of Samsung and Motorola, though is the catch-up effort enough to restore Apple to the head of the pack? Continue reading →