> The shift
David Chartier argues there’s still plenty of opportunities for innovation at Apple
Some argue that Apple’s two main operating systems – iOS and macOS – are reaching the end of the line. “They’re running out of room to innovate,” you can find in some editorials. Others believe the iPhone, iPad, and Mac are mature and Apple needs to start showing us what’s next. I think they’re partially right, partly wrong, and missing the forest for the trees.
How are they right? Some of the fundamental building blocks of iOS, macOS, and their devices are as far along as they will get. These days, we understand and expect that a smartphone is a slab of glass, with all the advantages and constraints thereof. From a macro perspective, the fundamental aspects of macOS are near a state of being generally finished. From now on, it will gain useful polish and obvious additions, but I wager its time of truly breaking ground has past (and that’s OK).
How are they wrong? I think technology does not have to constantly offer universe-bending innovation with every release or improvement. But as the saying goes, constraint breeds creativity, and Apple is no stranger to both. The forms of Apple’s major operating systems and devices might be mature (might), but I think Apple is doing astounding work within these constraints.
Consider iOS developments such as Face ID and the “Screen Time” device moderation features coming in iOS 12. Face ID is a genuine technological improvement with a variety of benefits, while Screen Time will give us tools to change our personal device habits. On the Mac side, the latest MacBook Pros shaved an entire pound of weight, and Apple’s expansion of building its own silicon has resulted in astounding leaps in performance.
Apple’s improvements to accessibility across its products are also important. Most products are built for a broad audience, which often means marginalizing disabled people. The iPhone is hailed as “the first accessible smartphone,” and features like VoiceOver and the App Store itself have unlocked doors for millions.
As for missing the forest for the trees, the forest is right in front of us, and it’s the Augmented Reality (AR) features Apple is adding to iPhone and iPad. Just as Apple has steered developers in the past towards adopting new features that turned into major milestones, I think it’s quite clear that the current AR features are training developers for some kind of new AR-based platform that Apple has in the works.