No, let’s not talk about products, the Apple TV, the incredibly powerful and slim new Mac, let’s not talk about the credit card, the TV shows, the new iPhone color. No, let’s try to understand what company we are dealing with. Because maybe this is the only way we could begin to understand what
we talk when we talk about Apple.
Yeah, what company is it? One of the companies of the new digital world, but not one like all the others. It’s not Facebook, which is digital only, and neither is Microsoft, which has both software and hardware, but it moves in far fewer areas. It is not Samsung that makes machines and offers services but does not make “television” programs (if it still makes sense to call them that), nor is it advanced financial services like Apple. It’s not Google, but it does a lot of the things Google does and a lot that Google (or Alphabet) doesn’t. Well, we can say that Apple has a company that, after having had several centers, today no longer has a center and will probably never have it again, which means, looking at it with the naked eye, it will probably never experience the ups again. and lows of its past history, when it had its center in computers, or when it had it in music, or even in the “smartphonia”, it is building its own universe, in constant expansion, so as not to have to suffer heavy crises if one of the many sectors in which it operates should go into distress. And this is because it is always at the forefront, because it continues to produce devices and services of the highest level, of unquestionable quality, in ever-changing and always new fields, updating already known products to unprecedented levels of power and comfort.
Tim Cook accompanied us in a world that mixes the physicality of hardware, which we cannot do without, with the ethereal digital superpower, through apps and services that animate devices that no longer have a intended use, but become what we want according to our needs. IS’
so mainly for the iPhone and for the brand new iPad Pro presented in Cupertino, but it is also true for the ultra-thin and ultra-powerful new Mac, which by now does not even have the appearance of the “computer”, it is just a screen, a gigantic iPad , to keep on the table, or a huge iPhone if we want to see it in another way. iPhone, iPad Pro and the new Mac are declinations of a single product, a single thought, a single vision, a device that can take different forms and therefore be destined for different tasks depending on what we need, multifunction machines that offer services of all kinds, from entertainment to work, up to the financial services of the Apple Card. Apple does not have a future but many futures at the same time, it is a company that contains a multitude of companies, it is a project with many projects, it does not have a center because every time it can change its focus and orient itself somewhere else in the field of services and apps, it can also make a product wrong, if ever, because it has a thousand other ways to produce revenues and be on the market with forms, different objects, proposals. It is a brand, under which many other things can take shape, from the television (after all it could be a huge iPad …) of the future to some devices that we do not yet know but that probably someone in some laboratory is already inventing . It is the brand that means innovation, style, and imagination, and this is what Steve Jobs, after all, thought.
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