#Echo89. Thoughts on Apple: gibberish or innovation?

Xiaomi was asked to share the news about the annual charity run. This year it is being held online. From September 21 to September 27, you need to run any distance with a Mi Smart Band bracelet and the Mi Fit application installed, take a photo that clearly shows the result, or a screenshot, publish it on the social network with the hashtag #mipoprun2020. The idea is that the steps are converted into money that goes to charity and helps specific people. Read more here: mipoprun.ru.

#Echo89. Thinking about Apple: nonsense or innovation?

This year, 6-year-old Daniil Galitsky from the Tula region will become the ward of Mi Pop Run. A few months ago, doctors diagnosed the boy with a terrible diagnosis: medulloblastoma of the 4th ventricle. Only proton beam therapy can save his life, an operation costing 2,191,749 rubles.

Given that this year everything is virtual, you don't even have to run, it's enough just to take a picture of the number of steps taken at the end of the day and put it on the network. Accordingly, if you use or where a bracelet from Xiaomi is gathering dust on the shelf, then you can participate and do a useful thing with minimal effort.

Feel free to say what you think

Our world is great. You can reach anyone. The morning before the Apple presentation, Tim Cook posted a tweet that the event was in 6 hours. And I immediately received in the comments that Apple products are garbage, and the threat that if you don’t show the iPhone, then I’ll go to Samsung right away.

#Echo89. Thinking about Apple: nonsense or innovation?

Microsoft Underwater Data Center

Two years ago, Microsoft lowered a huge container capsule, which is a portable data center, under water. The idea is that data centers need a fairly complex cooling infrastructure. And then they sealed it hermetically and lowered it under water, where it's cold.

#Echo89. Thinking about Apple: nonsense or innovation?

The disadvantage of such a solution is that for two years people did not have access to the equipment. That is, if something breaks, it cannot be replaced. It's too early to judge, but Microsoft says that the failure rate for 2 years was 1/8 of the value shown by ground data centers. Scientists hypothesized that the nitrogen atmosphere created in the capsule is less corrosive than oxygen. This and the lack of people who can touch the components of the data center are the main reasons for the difference.

So far, the underwater data center looks cost-effective and promising. Another bonus is that such a data center is more environmentally friendly. They didn't say anything about whether he could boil water around him.

#Echo89. Thinking about Apple: nonsense or innovation?

Microsoft's idea is that you can create portable data centers around the world where they are most needed. The bonus is that you don't need to build buildings, you don't need permanent staff for maintenance. Containers are networked, and if something goes wrong, you can replace one container with another.

It is drawn that after 100 years, the Mariana Trench has become the largest data center in the world ...

Apple Presentation

Apple's presentation took place last week. I did a material on this topic, which was considered laudatory. But I still adhere to the position that in the review of presentations it is necessary to convey the thoughts and mood that companies broadcast. Well, keep your position and analytics for the conclusion, but rather for a separate material. Thus, readers will be able to understand the position of both the company and the author.

Although the iPhone 12 was not shown, the event still generated a wave of controversy and reasoning. On our website, the just presented, but not yet on sale iPad Air 2020 was defeated with a truly hockey score of 9: 1 in favor of the Samsung Galaxy Tab S7, after which the whole truth about the mediocrity of the first 5-nanometer A14 Bionic chipset was announced in the following article . I recommend that you definitely read the materials.

In layman's conversations, even more so, Apple's innovations were described with the simple and capacious word "nonsense". For some reason I immediately remembered the origin of the word. Rumbling is the jargon of French students of the 18th century, which appeared as a result of crossing the Latin "gallus" - "cock" and the Greek "matthias" - "knowledge", that is, literally, rumble means "knowledge of the rooster." Here you can admire the students of those years, because here you need to know both Latin and Greek.

I will take the liberty of not only disagreeing with Apple's opponents, but also trying to explain how the presentation demonstrates the power of Cupertino.

When looking at quarterly reports of billions of dollars in earnings, Apple's competitors are tempted to think they can do just as well. Companies A or B, demonstrating their watches or tablets, can hysterically call to buy their products, because they are not only no worse, but even better, brighter, more powerful and cheaper. However, consumers are relentless. Apple still dominates the tablet market and is gaining ground in the smartwatch market.

#Echo89. Thinking about Apple: nonsense or innovation? #Echo89. Thoughts about Apple: nonsense or innovation? width=

The question arises, how can this be. The answer lies on the surface. Quoting Pelevin (this is such a writer), I would like to say that Apple has perfectly studied one magical book, “after reading which one could no longer be embarrassed and have no doubts about anything. It was called "Positioning: The Battle for Your Mind" and it was written by two advanced American sorcerers." And this is true, because Apple has long been unable to compete either in the cost of raw materials or labor, or in the efficiency of the supply chain, or in budgets for R&D or direct advertising. And in general, Apple has lost most of the markets, if measured in unit terms. However, the company does not hesitate and does not doubt anyone. After all, she is still strong in marketing, positioning, storytelling and other capitalist magic.

Many can be driven to white heat by the idea that some kind of "empty verbiage" brings in billions of dollars, while the products of hard-working engineers from companies A or B gather dust on the shelves. Such people should be treated condescendingly and respect their point of view, but remember that no matter what corner of world history you look, everywhere the ball was ruled and will be ruled by people who own marketing. It is unlikely that Gaius Julius Caesar, spending the budget of the treasury on whitewashing his name among the masses, knew about a personal brand, and Christopher Columbus read Ogilvy's books on advertising so much that he managed to sell the expedition's project, relatively speaking, no one knows where, but conceptually all this refers to marketing.

Innovation Drop by Drop

The history of all Apple presentations, if you peel the husk, is very simple. Initially, the company takes some simple idea and brings it to perfection. For example, the first iPad. In fact, just a big screen for browsing the Internet. And at the presentation, Apple first demonstrates how deeply and qualitatively this idea was worked out, and then shows simple and understandable examples of how this idea can make the life of buyers better. The next year, Apple holds the next presentation, where it adds the following idea to the first idea, with which people have already got used to it and are used to using it. A year later, another one - new software chips, new applications, and finally, a stylus. It seems that Apple releases new features bit by bit, but that's the rate at which most people are willing to learn new things.

#Echo89. Thinking about Apple: nonsense or innovation?

This needs some clarification. Most of the regular readers of the Mobile-Review site, I think, in marketing terms can be categorized as "innovators" or "early adopters." These are people who closely follow technical innovations, often they do not need to explain the scenarios of how to use this or that gadget, they themselves know better. However, sales are made by groups called "early majority" and "late majority". These groups are in no hurry and even late with the purchase, making it already when the gadget comes into use.

#Echo89. Thinking about Apple: nonsense or innovation?

Accordingly, Apple focuses on these groups in product development. For a non-tech example, look at Disney's Marvel superhero franchise. The first film based on this universe was released in 2008, and then for 12 years, Disney painstakingly introduced new characters one by one, carefully introducing the audience to them. Bringing the level of people's knowledge of superheroes to the top, where it seems that everyone has heard at least something. In contrast, let's take the Warner Brothers studio, which put all its superheroes at once in one Justice League movie and dumped it on an unprepared viewer. The result is there. "Justice League" raised $600 million, "Avengers Endgame" - $2.798 billion.

#Echo89. Thinking about Apple: nonsense or innovation?

This is what happens in the electronics market. Apple introduces its products, other manufacturers dump information on the head of buyers. But many simply don’t have time to delve into it.

Forethought in the details

The second strength of Apple is the total thought through of the user experience. For example, let's look at the Galaxy Tab C7 tablet. Unlike its predecessor at number 6, the new tablet managed to avoid accusations of an abundance of bugs, but the user experience was still at risk. This perfectly illustrates the text from Android Central, where the author directly writes that the only cool apps for the tablet are those that Samsung developed in-house. In the original applications, the pressing force is perfectly recognized and the geometric shapes are drawn to the ideal (I drew a line, and the tablet itself made it straight). But once you download something from the app store, the magic disappears.

Apple, in addition to its own software, always works closely with third-party studios, which, under its leadership, lick their applications to perfection. After that, at the presentation and in advertising communications, the user is pushed to these applications, and he is happy. After all, you must admit that no one likes to wade through the app stores in search of the very thing you need.

Speaking of attention to detail, I can't help but note that I've been using a smartphone of the same brand for a long time. This brand, together with Google, knows literally everything about me, including the fact that “Vladimir Nimin” is a pseudonym, and yet every time I open the brand’s branded sports application, the smartphone offers me, a heterosexual Orthodox man living in Russia (! ), track your menstrual cycle.

#Echo89. Thinking about Apple: nonsense or innovation? #Echo89. Thoughts about Apple: nonsense or innovation? width=

Timeliness

The 6th Apple Watch Series has been heavily criticized for its oxygen sensor. After all, in general, everyone has this sensor for many years and everyone knows everything about it. Let's be frank. Before the coronavirus, no one cared about the oxygen sensor. It was just a percentage. And only in the era of the coronavirus it became widely known that this figure should not be lower than 95%.

What does Apple do? The company starts cooperation:

  • The University of California, Irvine (USA) and Anthem are conducting a study to determine how long-term data on blood oxygen levels and other physiological parameters can help with the monitoring and treatment of asthma patients.
  • with the Ted Rogers Center for Heart Research and with the Peter Munch Center for Heart Disease, which is part of the largest research organization in North America, the University Health Network. Together, they explore how blood oxygen and other metrics measured with Apple Watch can be used to help fight heart failure.
  • with the Brotman Beity Institute of Precision Medicine and staff at the University of Washington School of Medicine to explore the possibility of using data from Apple Watch apps, like heart rate and blood oxygen levels, to detect various respiratory conditions at an early stage, such as influenza and COVID-19.

What is the result? The abundance of publications in all world media. During the pandemic, have you come across reports from other manufacturers that they also have oxygen sensors? Me not. Of course, now the rest of the brands will update the communication and will say that they, too, can like Apple. And despite the fact that in fact they were the first, in the minds of the majority they will become followers.

By the way, everyone is waiting for 5G support in the iPhone 12. And Apple has been criticized for being so late in introducing this technology. Think about how much Apple missed? Have the majority already switched to 5G, or have only geeks got 5G tariffs so far? And when watching the presentation, if the iPhone will have 5G, pay attention to how Apple will show application cases, after which everyone will urgently want 5G.

Inevitable

Inevitability is already a concept of Tim Cook, who is convinced that if you give people a good service or content that is initially in their gadget, then they will use it.

This category includes both the launch of the Fitness+ subscription and a single subscription to all the company's services. As many have pointed out, Apple TV+ didn't win the public's love. At the moment, this is indeed the case. To be frank, Apple TV+ is out of line with the Apple concept. Apparently, this can happen when the product is in a really unknown area for the company.

But it is the single Apple One subscription that will push Apple TV+ to the masses, when you buy a subscription to games and music, you also get movies for free as a gift. The situation is similar to Yandex.Music with Kinopoisk. No, no, yes, I'll look at something there.

Fitness+, which Apple promises to launch in Russia before the end of the year, is also about inevitability. There is a certain category of athletes who buy sports smartwatches that are widely known in narrow circles for the brands “bitbit” and “minmin”. However, most smartwatch and Apple Watch users are unlikely to buy a watch for sport. But if you offer them to go in for sports when they do not need to make additional movements (the watch is on their wrist, “Fitness +” is in the package subscription), then why not? Especially if you accompany it with incendiary music and world stars from the fitness industry.

The power of "inevitability" can be judged at least by the fact that less than an hour after the presentation, Spotify sued Apple, accusing it of monopoly due to bundled subscription.

Freedom in exchange for success

Apple tightly owns its audience and ties users to the company's ecosystem, creating all sorts of barriers that make it difficult to transition. Relatively speaking, having bought a new Apple Watch, you are unlikely to decide to change iOS to Android, etc. On the one hand, such behavior should cause natural discontent, because Apple encroaches on freedom of choice.

But taking away some of the freedoms, Apple undertakes that personal data will be protected, that if you use the company's applications and gadgets, the client will be successful, because the gadget will work exactly as promised. Yes, it won't have any experimental features like its competitors (for example, connecting a monitor to a tablet will launch desktop mode). computer), but what is there will work as it should. And this is captivating.

Conclusion

Unfortunately, the world cannot be divided into black and white. And clearly say that this is bad, but this is good. Apple has identified its target audience and is working with it. If the company's products do not resonate with you, then it is likely that you do not need them. For example, I don't use Apple products and don't aspire to. But it's important to understand what the company is doing and why, because while you might not like it, it's the buyers in the majority who pay and drive technology development.

#Echo89. Thoughts on Apple: gibberish or innovation?

Xiaomi was asked to share the news about the annual charity run. This year it is being held online. From September 21 to September 27, you need to run any distance with a Mi Smart Band bracelet and the Mi Fit application installed, take a photo that clearly shows the result, or a screenshot, publish it on the social network with the hashtag #mipoprun2020. The idea is that the steps are converted into money that goes to charity and helps specific people. Read more here: mipoprun.ru.

#Echo89. Thinking about Apple: nonsense or innovation?

This year, 6-year-old Daniil Galitsky from the Tula region will become the ward of Mi Pop Run. A few months ago, doctors diagnosed the boy with a terrible diagnosis: medulloblastoma of the 4th ventricle. Only proton beam therapy can save his life, an operation costing 2,191,749 rubles.

Given that this year everything is virtual, you don't even have to run, it's enough just to take a picture of the number of steps taken at the end of the day and put it on the network. Accordingly, if you use or where a bracelet from Xiaomi is gathering dust on the shelf, then you can participate and do a useful thing with minimal effort.

Feel free to say what you think

Our world is great. You can reach anyone. The morning before the Apple presentation, Tim Cook posted a tweet that the event was in 6 hours. And I immediately received in the comments that Apple products are garbage, and the threat that if you don’t show the iPhone, then I’ll go to Samsung right away.

#Echo89. Thinking about Apple: nonsense or innovation?

Microsoft Underwater Data Center

Two years ago, Microsoft lowered a huge container capsule, which is a portable data center, under water. The idea is that data centers need a fairly complex cooling infrastructure. And then they sealed it hermetically and lowered it under water, where it's cold.

#Echo89. Thinking about Apple: nonsense or innovation?

The disadvantage of such a solution is that for two years people did not have access to the equipment. That is, if something breaks, it cannot be replaced. It's too early to judge, but Microsoft says that the failure rate for 2 years was 1/8 of the value shown by ground data centers. Scientists hypothesized that the nitrogen atmosphere created in the capsule is less corrosive than oxygen. This and the lack of people who can touch the components of the data center are the main reasons for the difference.

So far, the underwater data center looks cost-effective and promising. Another bonus is that such a data center is more environmentally friendly. They didn't say anything about whether he could boil water around him.

#Echo89. Thinking about Apple: nonsense or innovation?

Microsoft's idea is that you can create portable data centers around the world where they are most needed. The bonus is that you don't need to build buildings, you don't need permanent staff for maintenance. Containers are networked, and if something goes wrong, you can replace one container with another.

It is drawn that after 100 years, the Mariana Trench has become the largest data center in the world ...

Apple Presentation

Apple's presentation took place last week. I did a material on this topic, which was considered laudatory. But I still adhere to the position that in the review of presentations it is necessary to convey the thoughts and mood that companies broadcast. Well, keep your position and analytics for the conclusion, but rather for a separate material. Thus, readers will be able to understand the position of both the company and the author.

Although the iPhone 12 was not shown, the event still generated a wave of controversy and reasoning. On our site, the only presented but not yet on sale iPad Air 2020 was defeated with a truly hockey score of 9: 1 in favor of the Samsung Galaxy Tab S7, after which the whole truth about the mediocrity of the first 5-nanometer A14 Bionic chipset was announced in the following material . I recommend that you definitely read the materials.

In layman's conversations, even more so, Apple's innovations were described with the simple and capacious word "nonsense". For some reason I immediately remembered the origin of the word. Rumbling is the jargon of French students of the 18th century, which appeared as a result of crossing the Latin "gallus" - "cock" and the Greek "matthias" - "knowledge", that is, literally, rumble means "knowledge of the rooster." Here you can admire the students of those years, because here you need to know both Latin and Greek.

I will take the liberty of not only disagreeing with Apple's opponents, but also trying to explain how the presentation demonstrates the power of Cupertino.

When looking at quarterly reports of billions of dollars in earnings, Apple's competitors are tempted to think they can do just as well. Companies A or B, demonstrating their watches or tablets, can hysterically call to buy their products, because they are not only no worse, but even better, brighter, more powerful and cheaper. However, consumers are relentless. Apple still dominates the tablet market and is gaining ground in the smartwatch market.

#Echo89. Thinking about Apple: nonsense or innovation? #Echo89. Thoughts about Apple: nonsense or innovation? width=

The question arises, how can this be. The answer lies on the surface. Quoting Pelevin (this is such a writer), I would like to say that Apple has perfectly studied one magical book, “after reading which one could no longer be embarrassed and have no doubts about anything. It was called "Positioning: The Battle for Your Mind" and it was written by two advanced American sorcerers." And this is true, because Apple has long been unable to compete either in the cost of raw materials or labor, or in the efficiency of the supply chain, or in budgets for R&D or direct advertising. And in general, Apple has lost most of the markets, if measured in unit terms. However, the company does not hesitate and does not doubt anyone. After all, she is still strong in marketing, positioning, storytelling and other capitalist magic.

Many can be driven to white heat by the idea that some kind of "empty verbiage" brings in billions of dollars, while the products of hard-working engineers from companies A or B gather dust on the shelves. Such people should be treated condescendingly and respect their point of view, but remember that no matter what corner of world history you look, everywhere the ball was ruled and will be ruled by people who own marketing. It is unlikely that Gaius Julius Caesar, spending the budget of the treasury on whitewashing his name among the masses, knew about a personal brand, and Christopher Columbus read Ogilvy's books on advertising so much that he managed to sell the expedition's project, relatively speaking, no one knows where, but conceptually all this refers to marketing.

Innovation Drop by Drop

The history of all Apple presentations, if you peel the husk, is very simple. Initially, the company takes some simple idea and brings it to perfection. For example, the first iPad. In fact, just a big screen for browsing the Internet. And at the presentation, Apple first demonstrates how deeply and qualitatively this idea was worked out, and then shows simple and understandable examples of how this idea can make the life of buyers better. The next year, Apple holds the next presentation, where it adds the following idea to the first idea, with which people have already become accustomed to using it. A year later, another one - new software chips, new applications, and finally, a stylus. It seems that Apple releases new features bit by bit, but that's the rate at which most people are willing to learn new things.

#Echo89. Thinking about Apple: nonsense or innovation?

This needs some clarification. Most of the regular readers of the Mobile-Review site, I think, in marketing terms can be categorized as "innovators" or "early adopters." These are people who closely follow technical innovations, often they do not need to explain the scenarios of how to use this or that gadget, they themselves know better. However, sales are made by groups called "early majority" and "late majority". These groups are in no hurry and even late with the purchase, making it already when the gadget comes into use.

#Echo89. Thinking about Apple: nonsense or innovation?

Accordingly, Apple focuses on these groups in product development. For a non-tech example, look at Disney's Marvel superhero franchise. The first film based on this universe was released in 2008, and then for 12 years, Disney painstakingly introduced new characters one by one, carefully introducing the audience to them. Bringing the level of people's knowledge of superheroes to the top, where it seems that everyone has heard at least something. In contrast, let's take the Warner Brothers studio, which put all its superheroes at once in one Justice League movie and dumped it on an unprepared viewer. The result is there. "Justice League" raised $600 million, "Avengers Endgame" - $2.798 billion.

#Echo89. Thinking about Apple: nonsense or innovation?

This is what happens in the electronics market. Apple introduces its products, other manufacturers dump information on the head of buyers. But many simply don’t have time to delve into it.

Forethought in the details

The second strength of Apple is the total thought through of the user experience. For example, let's look at the Galaxy Tab C7 tablet. Unlike its predecessor at number 6, the new tablet managed to avoid accusations of an abundance of bugs, but the user experience was still at risk. This perfectly illustrates the text from Android Central, where the author directly writes that the only cool apps for the tablet are those that Samsung developed in-house. In the original applications, the pressing force is perfectly recognized and the geometric shapes are drawn to the ideal (I drew a line, and the tablet itself made it straight). But once you download something from the app store, the magic disappears.

Apple, in addition to its own software, always works closely with third-party studios, which, under its leadership, lick their applications to perfection. After that, at the presentation and in advertising communications, the user is pushed to these applications, and he is happy. After all, you must admit that no one likes to wade through the app stores in search of the very thing you need.

Speaking of attention to detail, I can't help but note that I've been using a smartphone of the same brand for a long time. This brand, together with Google, knows literally everything about me, including the fact that “Vladimir Nimin” is a pseudonym, and yet every time I open the brand’s branded sports application, the smartphone offers me, a heterosexual Orthodox man living in Russia (! ), track your menstrual cycle.

#Echo89. Thinking about Apple: nonsense or innovation? #Echo89. Thoughts about Apple: nonsense or innovation? width=

Timeliness

The 6th Apple Watch Series has been heavily criticized for its oxygen sensor. After all, in general, everyone has this sensor for many years and everyone knows everything about it. Let's be frank. Before the coronavirus, no one cared about the oxygen sensor. It was just a percentage. And only in the era of the coronavirus it became widely known that this figure should not be lower than 95%.

What does Apple do? The company starts cooperation:

  • The University of California, Irvine (USA) and Anthem are conducting a study to determine how long-term data on blood oxygen levels and other physiological parameters can help with the monitoring and treatment of asthma patients.
  • with the Ted Rogers Center for Heart Research and with the Peter Munch Center for Heart Disease, which is part of the largest research organization in North America, the University Health Network. Together, they explore how blood oxygen and other metrics measured with Apple Watch can be used to help fight heart failure.
  • with the Brotman Beity Institute of Precision Medicine and staff at the University of Washington School of Medicine to explore the possibility of using data from Apple Watch apps, like heart rate and blood oxygen levels, to detect various respiratory conditions at an early stage, such as influenza and COVID-19.

What is the result? The abundance of publications in all world media. During the pandemic, have you come across reports from other manufacturers that they also have oxygen sensors? Me not. Of course, now the rest of the brands will update the communication and will say that they, too, can like Apple. And despite the fact that in fact they were the first, in the minds of the majority they will become followers.

By the way, everyone is waiting for 5G support in the iPhone 12. And Apple has been criticized for being so late in introducing this technology. Think about how much Apple missed? Have the majority already switched to 5G, or have only geeks got 5G tariffs so far? And when watching the presentation, if the iPhone will have 5G, pay attention to how Apple will show application cases, after which everyone will urgently want 5G.

Inevitable

Inevitability is already a concept of Tim Cook, who is convinced that if you give people a good service or content that is initially in their gadget, then they will use it.

This category includes both the launch of the Fitness+ subscription and a single subscription to all the company's services. As many have pointed out, Apple TV+ didn't win the public's love. At the moment, this is indeed the case. To be frank, Apple TV+ is out of line with the Apple concept. Apparently, this can happen when the product is in a really unknown area for the company.

But it is the single Apple One subscription that will push Apple TV+ to the masses, when you buy a subscription to games and music, you also get movies for free as a gift. The situation is similar to Yandex.Music with Kinopoisk. No, no, yes, I'll look at something there.

Fitness+, which Apple promises to launch in Russia before the end of the year, is also about inevitability. There is a certain category of athletes who buy sports smartwatches that are widely known in narrow circles for the brands “bitbit” and “minmin”. However, most smartwatch and Apple Watch users are unlikely to buy a watch for sport. But if you offer them to go in for sports when they do not need to make additional movements (the watch is on their wrist, “Fitness +” is in the package subscription), then why not? Especially if you accompany it with incendiary music and world stars from the fitness industry.

The power of "inevitability" can be judged at least by the fact that less than an hour after the presentation, Spotify sued Apple, accusing it of monopoly due to bundled subscription.

Freedom in exchange for success

Apple tightly owns its audience and ties users to the company's ecosystem, creating all sorts of barriers that make it difficult to transition. Relatively speaking, having bought a new Apple Watch, you are unlikely to decide to change iOS to Android, etc. On the one hand, such behavior should cause natural discontent, because Apple encroaches on freedom of choice.

But taking away some of the freedoms, Apple undertakes that personal data will be protected, that if you use the company's applications and gadgets, the client will be successful, because the gadget will work exactly as promised. Yes, it won't have any experimental features like its competitors (for example, connecting a monitor to a tablet will launch desktop mode). computer), but what is there will work as it should. And this is captivating.

Conclusion

Unfortunately, the world cannot be divided into black and white. And clearly say that this is bad, but this is good. Apple has identified its target audience and is working with it. If the company's products do not resonate with you, then it is likely that you do not need them. For example, I don't use Apple products and don't aspire to. But it's important to understand what the company is doing and why, because while you may not like it, it's the buyers in the majority that pay and drive technology development.

#Echo89. Thoughts on Apple: gibberish or innovation?

Xiaomi was asked to share the news about the annual charity run. This year it is being held online. From September 21 to September 27, you need to run any distance with a Mi Smart Band bracelet and the Mi Fit application installed, take a photo that clearly shows the result, or a screenshot, publish it on the social network with the hashtag #mipoprun2020. The idea is that the steps are converted into money that goes to charity and helps specific people. Read more here: mipoprun.ru.

#Echo89. Thinking about Apple: nonsense or innovation?

This year, 6-year-old Daniil Galitsky from the Tula region will become the ward of Mi Pop Run. A few months ago, doctors diagnosed the boy with a terrible diagnosis: medulloblastoma of the 4th ventricle. Only proton beam therapy can save his life, an operation costing 2,191,749 rubles.

Given that this year everything is virtual, you don't even have to run, it's enough just to take a picture of the number of steps taken at the end of the day and put it on the network. Accordingly, if you use or where a bracelet from Xiaomi is gathering dust on the shelf, then you can participate and do a useful thing with minimal effort.

Feel free to say what you think

Our world is great. You can reach anyone. The morning before the Apple presentation, Tim Cook posted a tweet that the event was in 6 hours. And I immediately received in the comments that Apple products are garbage, and the threat that if you don’t show the iPhone, then I’ll go to Samsung right away.

#Echo89. Thinking about Apple: nonsense or innovation?

Microsoft Underwater Data Center

Two years ago, Microsoft lowered a huge container capsule, which is a portable data center, under water. The idea is that data centers need a fairly complex cooling infrastructure. And then they sealed it hermetically and lowered it under water, where it's cold.

#Echo89. Thinking about Apple: nonsense or innovation?

The disadvantage of such a solution is that for two years people did not have access to the equipment. That is, if something breaks, it cannot be replaced. It's too early to judge, but Microsoft says that the failure rate for 2 years was 1/8 of the value shown by ground data centers. Scientists hypothesized that the nitrogen atmosphere created in the capsule is less corrosive than oxygen. This and the lack of people who can touch the components of the data center are the main reasons for the difference.

So far, the underwater data center looks cost-effective and promising. Another bonus is that such a data center is more environmentally friendly. They didn't say anything about whether he could boil water around him.

#Echo89. Thinking about Apple: nonsense or innovation?

Microsoft's idea is that you can create portable data centers around the world where they are most needed. The bonus is that you don't need to build buildings, you don't need permanent staff for maintenance. Containers are networked, and if something goes wrong, you can replace one container with another.

It is drawn that after 100 years, the Mariana Trench has become the largest data center in the world ...

Apple Presentation

Apple's presentation took place last week. I did a material on this topic, which was considered laudatory. But I still adhere to the position that in the review of presentations it is necessary to convey the thoughts and mood that companies broadcast. Well, keep your position and analytics for the conclusion, but rather for a separate material. Thus, readers will be able to understand the position of both the company and the author.

Although the iPhone 12 was not shown, the event still generated a wave of controversy and reasoning. On our website, the just presented, but not yet on sale iPad Air 2020 was defeated with a truly hockey score of 9: 1 in favor of the Samsung Galaxy Tab S7, after which the whole truth about the mediocrity of the first 5-nanometer A14 Bionic chipset was announced in the following article . I recommend that you definitely read the materials.

In layman's conversations, even more so, Apple's innovations were described with the simple and capacious word "nonsense". For some reason I immediately remembered the origin of the word. Rumbling is the jargon of French students of the 18th century, which appeared as a result of crossing the Latin "gallus" - "cock" and the Greek "matthias" - "knowledge", that is, literally, rumble means "knowledge of the rooster." Here you can admire the students of those years, because here you need to know both Latin and Greek.

I will take the liberty of not only disagreeing with Apple's opponents, but also trying to explain how the presentation demonstrates the power of Cupertino.

When looking at quarterly reports of billions of dollars in earnings, Apple's competitors are tempted to think they can do just as well. Companies A or B, demonstrating their watches or tablets, can hysterically call to buy their products, because they are not only no worse, but even better, brighter, more powerful and cheaper. However, consumers are relentless. Apple still dominates the tablet market and is gaining ground in the smartwatch market.

#Echo89. Thinking about Apple: nonsense or innovation? #Echo89. Thoughts about Apple: nonsense or innovation? width=

The question arises, how can this be. The answer lies on the surface. Quoting Pelevin (this is such a writer), I would like to say that Apple has perfectly studied one magical book, “after reading which one could no longer be embarrassed and have no doubts about anything. It was called "Positioning: The Battle for Your Mind" and it was written by two advanced American sorcerers." And this is true, because Apple has long been unable to compete either in the cost of raw materials or labor, or in the efficiency of the supply chain, or in budgets for R&D or direct advertising. And in general, Apple has lost most of the markets, if measured in unit terms. However, the company does not hesitate and does not doubt anyone. After all, she is still strong in marketing, positioning, storytelling and other capitalist magic.

Many can be driven to white heat by the idea that some kind of "empty verbiage" brings in billions of dollars, while the products of hard-working engineers from companies A or B gather dust on the shelves. Such people should be treated condescendingly and respect their point of view, but remember that no matter what corner of world history you look, everywhere the ball was ruled and will be ruled by people who own marketing. It is unlikely that Gaius Julius Caesar, spending the budget of the treasury on whitewashing his name among the masses, knew about a personal brand, and Christopher Columbus read Ogilvy's books on advertising so much that he managed to sell the expedition's project, relatively speaking, no one knows where, but conceptually all this refers to marketing.

Innovation Drop by Drop

The history of all Apple presentations, if you peel the husk, is very simple. Initially, the company takes some simple idea and brings it to perfection. For example, the first iPad. In fact, just a big screen for browsing the Internet. And at the presentation, Apple first demonstrates how deeply and qualitatively this idea was worked out, and then shows simple and understandable examples of how this idea can make the life of buyers better. The next year, Apple holds the next presentation, where it adds the following idea to the first idea, with which people have already got used to it and are used to using it. A year later, another one - new software chips, new applications, and finally, a stylus. It seems that Apple releases new features bit by bit, but that's the rate at which most people are willing to learn new things.

#Echo89. Thinking about Apple: nonsense or innovation?

This needs some clarification. Most of the regular readers of the Mobile-Review site, I think, in marketing terms can be categorized as "innovators" or "early adopters." These are people who closely follow technical innovations, often they do not need to explain the scenarios of how to use this or that gadget, they themselves know better. However, sales are made by groups called "early majority" and "late majority". These groups are in no hurry and even late with the purchase, making it already when the gadget comes into use.

#Echo89. Thinking about Apple: nonsense or innovation?

Accordingly, Apple focuses on these groups in product development. For a non-tech example, look at Disney's Marvel superhero franchise. The first film based on this universe was released in 2008, and then for 12 years, Disney painstakingly introduced new characters one by one, carefully introducing the audience to them. Bringing the level of people's knowledge of superheroes to the top, where it seems that everyone has heard at least something. In contrast, let's take the Warner Brothers studio, which put all its superheroes at once in one Justice League movie and dumped it on an unprepared viewer. The result is there. "Justice League" raised $600 million, "Avengers Endgame" - $2.798 billion.

#Echo89. Thinking about Apple: nonsense or innovation?

This is what happens in the electronics market. Apple introduces its products, other manufacturers dump information on the head of buyers. But many simply don’t have time to delve into it.

Forethought in the details

The second strength of Apple is the total thought through of the user experience. For example, let's look at the Galaxy Tab C7 tablet. Unlike its predecessor at number 6, the new tablet managed to avoid accusations of an abundance of bugs, but the user experience was still at risk. This perfectly illustrates the text from Android Central, where the author directly writes that the only cool apps for the tablet are those that Samsung developed in-house. In the original applications, the pressing force is perfectly recognized and the geometric shapes are drawn to the ideal (I drew a line, and the tablet itself made it straight). But once you download something from the app store, the magic disappears.

Apple, in addition to its own software, always works closely with third-party studios, which, under its leadership, lick their applications to perfection. After that, at the presentation and in advertising communications, the user is pushed to these applications, and he is happy. After all, you must admit that no one likes to wade through the app stores in search of the very thing you need.

Speaking of attention to detail, I can't help but note that I've been using a smartphone from the same brand for a long time. This brand, together with Google, knows literally everything about me, including the fact that “Vladimir Nimin” is a pseudonym, and yet every time I open the brand’s branded sports application, the smartphone offers me, a heterosexual Orthodox man living in Russia (! ), track your menstrual cycle.

#Echo89. Thinking about Apple: nonsense or innovation? #Echo89. Thoughts about Apple: nonsense or innovation? width=

Timeliness

The 6th Apple Watch Series has been heavily criticized for its oxygen sensor. After all, in general, everyone has this sensor for many years and everyone knows everything about it. Let's be frank. Before the coronavirus, no one cared about the oxygen sensor. It was just a percentage. And only in the era of the coronavirus it became widely known that this figure should not be lower than 95%.

What does Apple do? The company starts cooperation:

  • The University of California, Irvine (USA) and Anthem are conducting a study to determine how long-term data on blood oxygen levels and other physiological parameters can help with the monitoring and treatment of asthma patients.
  • with the Ted Rogers Center for Heart Research and with the Peter Munch Center for Heart Disease, which is part of the largest research organization in North America, the University Health Network. Together, they explore how blood oxygen and other metrics measured with Apple Watch can be used to help fight heart failure.
  • with the Brotman Beity Institute of Precision Medicine and staff at the University of Washington School of Medicine to explore the possibility of using data from Apple Watch apps, like heart rate and blood oxygen levels, to detect various respiratory conditions at an early stage, such as influenza and COVID-19.

What is the result? The abundance of publications in all world media. During the pandemic, have you come across reports from other manufacturers that they also have oxygen sensors? Me not. Of course, now the rest of the brands will update the communication and will say that they, too, can like Apple. And despite the fact that they were actually the first, in the minds of the majority they will become followers.

By the way, everyone is waiting for 5G support in the iPhone 12. And Apple has been criticized for being so late in introducing this technology. Think about how much Apple missed? Have the majority already switched to 5G, or have only geeks got 5G tariffs so far? And when watching the presentation, if the iPhone will have 5G, pay attention to how Apple will show application cases, after which everyone will urgently want 5G.

Inevitable

Inevitability is already a concept of Tim Cook, who is convinced that if you give people a good service or content that is initially in their gadget, then they will use it.

This category includes both the launch of the Fitness+ subscription and a single subscription to all the company's services. As many have pointed out, Apple TV+ didn't win the public's love. At the moment, this is indeed the case. To be frank, Apple TV+ is out of line with the Apple concept. Apparently, this can happen when the product is in a really unknown area for the company.

But it is the single Apple One subscription that will push Apple TV+ to the masses, when you buy a subscription to games and music, you also get movies for free as a gift. The situation is similar to Yandex.Music with Kinopoisk. No, no, yes, I'll look at something there.

Fitness+, which Apple promises to launch in Russia before the end of the year, is also about inevitability. There is a certain category of athletes who buy sports smartwatches that are widely known in narrow circles for the brands “bitbit” and “minmin”. However, most smartwatch and Apple Watch users are unlikely to buy a watch for sport. But if you offer them to go in for sports when they do not need to make additional movements (the watch is on their wrist, “Fitness +” is in the package subscription), then why not? Especially if you accompany it with incendiary music and world stars from the fitness industry.

The power of "inevitability" can be judged at least by the fact that less than an hour after the presentation, Spotify sued Apple, accusing it of monopoly due to bundled subscription.

Freedom in exchange for success

Apple tightly owns its audience and ties users to the company's ecosystem, creating all sorts of barriers that make it difficult to transition. Relatively speaking, having bought a new Apple Watch, you are unlikely to decide to change iOS to Android, etc. On the one hand, such behavior should cause natural discontent, because Apple encroaches on freedom of choice.

But taking away some of the freedoms, Apple undertakes that personal data will be protected, that if you use the company's applications and gadgets, the client will be successful, because the gadget will work exactly as promised. Yes, it won't have any experimental features like its competitors (for example, connecting a monitor to a tablet will launch desktop mode). computer), but what is there will work as it should. And this is captivating.

Conclusion

Unfortunately, the world cannot be divided into black and white. And clearly say that this is bad, but this is good. Apple has identified its target audience and is working with it. If the company's products do not resonate with you, then it is likely that you do not need them. For example, I don't use Apple products and don't aspire to. But it's important to understand what the company is doing and why, because while you may not like it, it's the buyers in the majority that pay and drive technology development.

#Echo89. Thoughts on Apple: gibberish or innovation?

Xiaomi was asked to share the news about the annual charity run. This year it is being held online. From September 21 to September 27, you need to run any distance with a Mi Smart Band bracelet and the Mi Fit application installed, take a photo that clearly shows the result, or a screenshot, publish it on the social network with the hashtag #mipoprun2020. The idea is that the steps are converted into money that goes to charity and helps specific people. Read more here: mipoprun.ru.

This year, 6-year-old Daniil Galitsky from the Tula region will become the ward of Mi Pop Run. A few months ago, doctors diagnosed the boy with a terrible diagnosis: medulloblastoma of the 4th ventricle. Only proton beam therapy can save his life, an operation costing 2,191,749 rubles.

Given that this year everything is virtual, you don't even have to run, it's enough just to take a picture of the number of steps taken at the end of the day and put it on the network. Accordingly, if you use or where a bracelet from Xiaomi is gathering dust on the shelf, then you can participate and do a useful thing with minimal effort.

Feel free to say what you think

Our world is great. You can reach anyone. The morning before the Apple presentation, Tim Cook posted a tweet that the event was in 6 hours. And I immediately received in the comments that Apple products are garbage, and the threat that if you don’t show the iPhone, then I’ll go to Samsung right away.

Microsoft Underwater Data Center

Two years ago, Microsoft lowered a huge container capsule, which is a portable data center, under water. The idea is that data centers need a fairly complex cooling infrastructure. And then they sealed it hermetically and lowered it under water, where it's cold.

The disadvantage of such a solution is that for two years people did not have access to the equipment. That is, if something breaks, it cannot be replaced. It's too early to judge, but Microsoft says that the failure rate for 2 years was 1/8 of the value shown by ground data centers. Scientists hypothesized that the nitrogen atmosphere created in the capsule is less corrosive than oxygen. This and the lack of people who can touch the components of the data center are the main reasons for the difference.

So far, the underwater data center looks cost-effective and promising. Another bonus is that such a data center is more environmentally friendly. They didn't say anything about whether he could boil water around him.

Microsoft's idea is that you can create portable data centers around the world where they are most needed. The bonuses are that you don't need to build buildings, you don't need permanent staff for maintenance. Containers are networked, and if something goes wrong, you can replace one container with another.

It is drawn that after 100 years, the Mariana Trench has become the largest data center in the world ...

Apple Presentation

Apple's presentation took place last week. I did a material on this topic, which was considered laudatory. But I still adhere to the position that in the review of presentations it is necessary to convey the thoughts and mood that companies broadcast. Well, keep your position and analytics for the conclusion, but rather for a separate material. Thus, readers will be able to understand the position of both the company and the author.

Although the iPhone 12 was not shown, the event still generated a wave of controversy and reasoning. On our site, the only presented but not yet on sale iPad Air 2020 was defeated with a truly hockey score of 9: 1 in favor of the Samsung Galaxy Tab S7, after which the whole truth about the mediocrity of the first 5-nanometer A14 Bionic chipset was announced in the following material . I recommend that you definitely read the materials.

In layman's conversations, even more so, Apple's innovations were described with the simple and capacious word "nonsense". For some reason I immediately remembered the origin of the word. Rumbling is the jargon of French students of the 18th century, which appeared as a result of crossing the Latin "gallus" - "cock" and the Greek "matthias" - "knowledge", that is, literally, rumble means "knowledge of the rooster." Here you can admire the students of those years, because here you need to know both Latin and Greek.

I will take the liberty of not only disagreeing with Apple's opponents, but also trying to explain how the presentation demonstrates the power of Cupertino.

When looking at quarterly reports of billions of dollars in earnings, Apple's competitors are tempted to think they can do just as well. Companies A or B, demonstrating their watches or tablets, can hysterically call to buy their products, because they are not only no worse, but even better, brighter, more powerful and cheaper. However, consumers are relentless. Apple still dominates the tablet market and is gaining ground in the smartwatch market.

The question arises, how can this be. The answer lies on the surface. Quoting Pelevin (this is such a writer), I would like to say that Apple has perfectly studied one magical book, “after reading which one could no longer be embarrassed and have no doubts about anything. It was called "Positioning: The Battle for Your Mind" and it was written by two advanced American sorcerers." And this is true, because Apple has long been unable to compete either in the cost of raw materials or labor, or in the efficiency of the supply chain, or in budgets for R&D or direct advertising. And in general, Apple has lost most of the markets, if measured in unit terms. However, the company does not hesitate and does not doubt anyone. After all, she is still strong in marketing, positioning, storytelling and other capitalist magic.

Many can be driven to white heat by the idea that some kind of "empty verbiage" brings in billions of dollars, while the products of hard-working engineers from companies A or B gather dust on the shelves. Such people should be treated condescendingly and respect their point of view, but remember that no matter what corner of world history you look, everywhere the ball was ruled and will be ruled by people who own marketing. It is unlikely that Gaius Julius Caesar, spending the budget of the treasury on whitewashing his name among the masses, knew about a personal brand, and Christopher Columbus read Ogilvy's books on advertising so much that he managed to sell the expedition's project, relatively speaking, no one knows where, but conceptually all this refers to marketing.

Innovations drop by drop

The history of all Apple presentations, if you peel the husk, is very simple. Initially, the company takes some simple idea and brings it to perfection. For example, the first iPad. In fact, just a big screen for browsing the Internet. And at the presentation, Apple first demonstrates how deeply and qualitatively this idea was worked out, and then shows simple and understandable examples of how this idea can make the life of buyers better. The next year, Apple holds the next presentation, where it adds the following idea to the first idea, with which people have already got used to it and are used to using it. A year later, another one - new software chips, new applications, and finally, a stylus. It seems that Apple releases new features bit by bit, but that's the rate at which most people are willing to learn new things.

This needs some clarification. Most of the regular readers of the Mobile-Review site, I think, in marketing terms can be categorized as "innovators" or "early adopters." These are people who closely follow technical innovations, often they do not need to explain the scenarios of how to use this or that gadget, they themselves know better. However, sales are made by groups called "early majority" and "late majority". These groups are in no hurry and even late with the purchase, making it already when the gadget comes into use.

Accordingly, Apple focuses on these groups in product development. For a non-tech example, look at Disney's Marvel superhero franchise. The first film based on this universe was released in 2008, and then for 12 years, Disney painstakingly introduced new characters one by one, carefully introducing the audience to them. Bringing the level of people's knowledge of superheroes to the top, where it seems that everyone has heard at least something. In contrast, let's take the Warner Brothers studio, which put all its superheroes at once in one Justice League movie and dumped it on an unprepared viewer. The result is obvious. "Justice League" raised $600 million, "Avengers Endgame" - $2.798 billion.

This is what happens in the electronics market. Apple introduces its products, other manufacturers dump information on the head of buyers. But many simply don’t have time to delve into it.

Forethought in the details

The second strength of Apple is the total thought through of the user experience. For example, let's look at the Galaxy Tab C7 tablet. Unlike its predecessor at number 6, the new tablet managed to avoid accusations of an abundance of bugs, but the user experience was still at risk. This perfectly illustrates the text from Android Central, where the author directly writes that the only cool apps for the tablet are those that Samsung developed in-house. In the original applications, the pressing force is perfectly recognized and the geometric shapes are drawn to the ideal (I drew a line, and the tablet itself made it straight). But once you download something from the app store, the magic disappears.

Apple, in addition to its own software, always works closely with third-party studios, which, under its leadership, lick their applications to perfection. After that, at the presentation and in advertising communications, the user is pushed to these applications, and he is happy. After all, you must admit that no one likes to wade through the app stores in search of the very thing you need.

Speaking of attention to detail, I can't help but note that I've been using a smartphone from the same brand for a long time. This brand, together with Google, knows literally everything about me, including the fact that “Vladimir Nimin” is a pseudonym, and yet every time I open the brand’s branded sports application, the smartphone offers me, a heterosexual Orthodox man living in Russia (! ), track your menstrual cycle.

Timeliness

The 6th Apple Watch Series has been heavily criticized for its oxygen sensor. After all, in general, everyone has this sensor for many years and everyone knows everything about it. Let's be frank. Before the coronavirus, no one really cared about the oxygen sensor. It was just a percentage. And only in the era of the coronavirus it became widely known that this figure should not be lower than 95%.

What does Apple do? The company starts cooperation:

  • The University of California, Irvine (USA) and Anthem are conducting a study to determine how long-term data on blood oxygen levels and other physiological parameters can help with the monitoring and treatment of asthma patients.
  • with the Ted Rogers Center for Heart Research and with the Peter Munch Center for Heart Disease, which is part of the largest research organization in North America, the University Health Network. Together, they explore how blood oxygen and other metrics measured with Apple Watch can be used to help fight heart failure.
  • with the Brotman Bayte Institute for Precision Medicine and the University of Washington School of Medicine to explore the possibility of using data from Apple Watch apps, such as heart rate and blood oxygen levels, to detect various respiratory diseases, such as influenza and COVID, at an early stage -19.

What is the result? The abundance of publications in all world media. During the pandemic, have you come across reports from other manufacturers that they also have oxygen sensors? Me not. Of course, now the rest of the brands will update the communication and will say that they, too, can like Apple. And despite the fact that they were actually the first, in the minds of the majority they will become followers.

By the way, everyone is waiting for 5G support in the iPhone 12. And Apple has been criticized for being so late in introducing this technology. Think about how much Apple missed? Have the majority already switched to 5G, or have only geeks got 5G tariffs so far? And when watching the presentation, if the iPhone will have 5G, pay attention to how Apple will show application cases, after which everyone will urgently want 5G.

Inevitability

Inevitability is already a concept of Tim Cook, who is convinced that if you give people a good service or content that is initially in their gadget, then they will use it.

This category includes both the launch of the Fitness+ subscription and a single subscription to all the company's services. As many have pointed out, Apple TV+ didn't win the public's love. At the moment, this is indeed the case. To be frank, Apple TV+ is out of line with the Apple concept. Apparently, this can happen when the product is in a really unknown area for the company.

But it is the single Apple One subscription that will push Apple TV+ to the masses, when you buy a subscription to games and music, you also get movies for free as a gift. The situation is similar to Yandex.Music with Kinopoisk. No, no, yes, I'll look at something there.

Fitness+, which Apple promises to launch in Russia before the end of the year, is also about inevitability. There is a certain category of athletes who buy sports smartwatches that are widely known in narrow circles for the brands “bitbit” and “minmin”. However, most smartwatch and Apple Watch users are unlikely to buy a watch for sport. But if you offer them to go in for sports when they do not need to make additional movements (the watch is on their wrist, “Fitness +” is in the package subscription), then why not? Especially if you accompany it with incendiary music and world stars from the fitness industry.

The power of "inevitability" can be judged at least by the fact that less than an hour after the presentation, Spotify sued Apple, accusing it of monopoly due to bundled subscription.

Freedom in exchange for success

Apple tightly owns its audience and ties users to the company's ecosystem, creating all sorts of barriers that make it difficult to transition. Relatively speaking, having bought a new Apple Watch, you are unlikely to decide to change iOS to Android, etc. On the one hand, such behavior should cause natural discontent, because Apple encroaches on freedom of choice.

But taking away some of the freedoms, Apple undertakes that personal data will be protected, that if you use the company's applications and gadgets, the client will be successful, because the gadget will work exactly as promised. Yes, it will not have some experimental features, like competitors (for example, when you connect a monitor to a tablet, desktop mode starts), but what is there will work as it should. And this is captivating.

But taking away some of the freedoms, Apple undertakes that personal data will be protected, that if you use the company's applications and gadgets, the client will be successful, because the gadget will work exactly as promised. Yes, it will not have some experimental features, like competitors (for example, when you connect a monitor to a tablet, desktop mode starts), but what is there will work as it should. And it is captivating.

Conclusion

Unfortunately, the world cannot be divided into black and white. And clearly say that this is bad, but this is good. Apple has identified its target audience and is working with it. If the company's products do not resonate with you, then it is likely that you do not need them. For example, I don't use Apple products and don't aspire to. But it's important to understand what the company is doing and why, because while you might not like it, it's the buyers in the majority who pay and drive technology development.