Now, if anyone thinks they’ve heard this before, they’d be right. Cook made similar comments in April 2013 when he said “amazing new stuff” was headed for the year.
As it turned out, it was neither new nor amazing, but merely upgrades of the iPhone 5 and other products.
Some would say that Cook’s penchant for hyperbole is way off the charts, and some industry watchers seem to agree with this assessment.
Fool me once...
There is nothing wrong with Apple producing refreshes of its popular line of products such as its iPhone, iPad, and MacBook laptop computers. What some are objecting to is the apparent denial by Apple that it really doesn’t have anymore amazing new products to show.
People love Apple products, but the promise of “amazing new stuff” and “big plans” is starting to fall on deaf ears as Cook continues to cry “wolf” each quarter.
Ezra Gottheil, an analyst with Technology Business Research, said, "The information content of these [messages] is zero.” Or to put it in street vernacular, it’s just BS.
Carolina Milanesi, an analyst with Kantar said that Apple has pretty much run out of ideas and commented on the constant hype:
"What else can he say? That they won't have great new products? Apple needs to do something different and something new.
“Whatever it is, say the iWatch or wearables, Apple needs more than an upgrade, needs to come up with something else that gets people excited about the brand. Upgrades [to existing products] are just not good enough."
Apple can be Apple
With the passing of Steve Jobs, the genius of bringing cutting edge products to the public has also passed. With Cook in charge, it’s a different Apple now, and that’s OK. It may not be able to produce “new and amazing things” as frequently, but what it does make is pretty good stuff.
Now, if only Apple execs can figure this out, it will take a lot of the pressure off of them. After all, even Edison could only invent so many things.