Apple unleashed

Apple LogoI don’t make any bones about admitting that I’m a big Apple fan. I’d be hard-pressed to name another company that I think has their approach to the marketplace and how to innovate for consumers so well thought out. I think this is particularly true in the portable device space (iPods, iPhones, iPads). I don’t own a Mac computer and still can’t make the economic argument for it, but in my opinion their portable devices rule the roost. And let’s be honest, for consumers at home, the future is devices. We are likely to find in the near future that the iPhone was never about the phone, it was about getting in your pocket.

As I followed the unveiling of their latest – the iPhone 4 – yesterday, I had to feel excited for users (despite the clear disadvantage of a remaining lock-in to AT&T) and sorry for handset competitors. I wonder what it would be like to have to compete against them in device space.

My Dog RioA likely comparison would be to how I feel when my dog Rio is able to escape the leash, which she has done a Houdini-like 7 or 8 times during her life (which breaks down to about once a year). Once free, she retreats to about 40 yards away and lingers, paying no apparent attention to me. This is just far enough away that if I break suddenly into a dead sprint I will get within 5 feet of catching her before she is able to escape again to another 40 yard cushion.

Over the past year or two, I feel like other manufacturers have been catching up, slowly but surely, to the iPhone. Apple, seemingly unaware, has been sniffing a few trees and loitering non-chalantly. Then the sudden leap forward comes. Competitors must again find themselves 40 yards away, out of breath, dreading the next phase of the chase.