À quelques semaines de l’annonce du nouvel iPhone ou des nouveaux iPhone, Lance Ulanoff le rédacteur en chef de Mashable, vient de rédiger une lettre ouverte destinée à Tim Cook, CEO d’Apple.
Je partage pleinement les pensées de Lance et je ne résiste pas à la tentation de retranscrire son message.
Hi Tim,
I know you’re up to your neck in preparations for what you promised will be a busy fall product season. That’s good. I wanted, however, to speak privately with you about Apple and the somewhat lackluster pace of innovation over the last 22 months.
I remember when you took over for Steve Jobs two years ago and what you said seven months after his death. You promised some change, but with a continuing commitment to excellence. Personally, I think you’ve kept that promise. The iPhone 5 and iPad Mini, both released during your tenure, are easily among the best products in their class.
I have become something of a staunch Apple defender. The company’s track record, financial position and ability to deliver industry leading product was nearly unmatched for more than a decade. I have publicly told people not to bet against Apple. And yet, between you and me, I’m starting to worry.
Everyone thinks there will be an Apple iPhone event on Sept. 10 and, based on the source, I tend to believe it’s true. I know that you can’t confirm or deny, but a little head nod would be appreciated.
Most rumors point to the launch of lower-cost iPhones called the iPhone 5C. If the rumors are correct, they’re troubling. iPhone color options, as I’m sure you understand, don’t count as real innovation. Sure, $99 entry-level iPhones are smart — but not very exciting.
That’s the thing, Tim. I want to — no, I need to — be excited. This unveiling, which will reportedly be held almost exactly one year after the iPhone 5 launch, simply must introduce a completely new product. Obviously, with iOS 7 waiting in the wings, a significant portion of the event must be devoted to one or more products that support the new mobile OS. The iPhone 5C can be one of them, but it can’t be the highlight of the event.
I’m well aware that it’s getting harder and harder to stand out among the mobile crowd. With each iteration of every product from every manufacturer, these phones and tablets look more and more alike. You know, Tim, that millions will embrace anything new you throw out there, whether it’s the iPhone 5C or the somewhat juiced up iPhone 5S. You have already proven that even without delivering fresh product, you can sell the heck out of your champion devices.
In other words, as a revenue-bound company, Apple will be fine, even if you do nothing but deliver iOS 7 next month. It’s true, your company’s stock price would take another big hit, but I suspect you’d recover in time.
Tim, we both know that’s not what you’ll do. So what we’re really talking about here is degrees. How much innovation can you deliver next month?
Perhaps you’re thinking of rolling out new products and new product categories over the course of two or three months. I’d counsel against this. Apple and the term « innovator » have drifted too far apart. If you want to grab that mantle again and have it firmly in place by the second anniversary of Steve Job’s death (an important milestone, whether you like it or not), then you have to be bold and wow people with two or three fresh products.
It’s time to stop polishing that Apple iWatch (or is it smart watch? Either way, not my favorite idea) and instead go all-in with the Apple TV and shock people with an iPhone 6. Can you imagine the reaction if you held an event like that? I can see the headlines now: “Apple is Back!”
If you want, Tim, you can deliver a redesigned iPad, which looks like the Mini, and some Retina-screen-bearing MacBook Airs in October. That would be smart timing for the holiday buying season.
I know I’m asking a lot, but you and I both know that even the biggest Apple fans have grown tired of waiting. “Incremental” is simply not going to cut it this time.
It’s your prerogative to ignore my advice, Tim. You know I think you’re a good CEO, but I am wondering lately about your resolve. What seemed like savvy planning is now looking a bit like stubbornness. It’s like you’re thinking, « I’ll deliver innovation when I’m good and ready, not when consumers or board members want (or demand) it. »
I know it can be frustrating to be so successful, at least on the revenue and customer front, and still have people question your judgment — but this is the company you inherited, one based and built on wild innovation and insanely great ideas. That’s part of the DNA of Apple, which you promised not to change. Don’t break that promise.
Signed,
Someone who believes in innovation (a.k.a. Lance Ulanoff, Mashable editor in chief)
Franchement je trouve ce message parfaitement adapté à mes pensées et j’ai les mêmes espérances que Lance Ulanoff. Apple a réussi à innover et a créer des produits qui ont permis de bousculer divers marchés. Ils ont lancés des produits qu’on n’ aurait jamais imaginé il y a quelques années et j’espère qu’Apple va pouvoir continuer à innover même après le décès de Steve Jobs.
Malheureusement comme le précisait Larry Ellison, CEO d’Oracle durant un interview accordée à CBS l’avenir d’Apple est prévisible. Quand Steve Jobs a créé Apple, l’entreprise a décollé. Ensuite il est parti et l’entreprise a plongé jusqu’à son retour puis elle a décollé à nouveau.
http://youtu.be/GUdYebAN-Fs
Tout laisse à penser que l’entreprise va maintenant entamer une longue et périlleuse descente à l’image de BlackBerry.
J’espère sincèrement qu’Apple va pouvoir me surprendre et renouer avec l’innovation mais je n’en suis pas convaincu.
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