There once was a time when all I did was report on exciting new announcements from Apple. It’s been over seven months now since the launch of the iPad mini.
Last night Apple announced its new iOS7. The first foray into software design for Sir Jonathan Ive – Apple’s hardware designer. Looks really slick and ‘minimalist’ as you might expect from Ive. Apple seems to have been careful to produce a ‘fresh’ design but one that is instantly recognisable and useable by Apple’s legions of fans. Something that Microsoft failed to do (at its cost) with Windows8.
Interestingly, Apple has ditched Google search in favour of Microsoft’s Bing. On top of that, Apple launched its much trailed iTunes Radio music streaming service. The first Apple service to be supported by ads.
Although I can’t criticise any of these moves – they look really good – they don’t exactly get me excited. I used to look forward to Apple announcements in much the same way as a rock gig. That anticipation seems long gone. Maybe I’ll get excited again next year when Apple promise new hardware ‘genres’.