It's no use writing about the specs of the new MacBook Pro: hundreds if not thousands of other tech journalists have done it for us. With the mind blowing resolution of 2880 x 1800 pixels, the unbelievable battery life of 7 hours, and the nice overall feature range, the new-gen MacBook Pro seems like the first Apple notebook that is worth its $2199 price tag. The new iOS is also by no means bad. So why are so many Apple fans raising their voices in belief the company's doomed?
The answer is quite obvious to my mind: Apple has run out of breakthroughs. Well, maybe not so categoric but it seems to be pretty much the case; the latest company keynotes were not even half as breathtaking as those by the late Steve Jobs. They're not all about eye-opening experiences anymore, unlike when we first saw the new iPhone or iPad model and just couldn't resist the urge to buy this tech wonder immediately because it was so heartbreaking awesome. Their new retina display in MacBook Pro is also awesome, that's true, but everyone would agree that it's no revelation and merely just a nice reason to buy that new-gen laptop.
Today, Apple presents its new iOS and wastes precious keystone minutes telling us about... the 'Do Not Disturb' feature?! Okay, not the worst software piece the world has ever seen, I admit, but could it have been a keynote highlight a couple of years ago? Hardly.
The problem is not that Apple has started producing worse devices than before. iPhone, iPad, MacBook: all their product are still top-notch, are still the best ones you can get on this planet. Apple's two big problems are, first, that it has cornered itself with their previous breakthroughs and, second, that Steve Jobs has died. It's not that now the company is lacking his unchallenged marketing and design genius and stuff. It's rather that his untimely death came at a most inappropriate moment, exactly when Apple could have started transition to the 'minor-upgrading' model. As a result, this transition comes across as if the company hasn't had any ideas after Steve passed away.
The bottom line is, Apple can't tell us, 'Hey guys, you can't have it all each time. We're now into honing things, ya know.' For if they do, the crowd will immediately boo them off the pitch because 'they're nothing without Steve.' Apple have to save their decency and sham breakthroughs with 'Do Not Disturb'. In a better world, they would honestly tell us they change the way they develop their products and would not trade off popularity for sincerity. I really hope it will happen some day. Better sooner than later.