Microsoft Keeps the Faith
Despite the early laughter, Microsoft kept the faith, waiting for advances in hardware to make it all work. Apple. however, seems to have caved and is now trying to convince us that the iPad really is a better PC.
Microsoft, which used to have iPad envy, is now in a position to cleverly puncture the balloon of Apple’s new messaging conceit. Here it is.
The Next Big Thing
I don’t know how much farther the situation with Apple can go before things break. That is, if iPad sales remain in negative growth, the best fit line heads towards the zero axis. Despite what Apple is doing to save the situation, the iPad could end up like the iPod: sales too low to report.
No doubt, that’s a priority for Apple. The question is, how far can Apple go and what can it achieve with changes to the technology and its own thinking? If TV ads that try to convince us that the iPad is a more capable PC don’t work, what’s next?
In my mind, this puts the kibosh on the demise of the Mac and the rumors that the Macintosh (or perhaps just the MacBook/Pro line) will switch to the ARM processor. It also introduces the question as to whether a 2-in-1 system, a MacBook-like device that has both an Intel and ARM processor with a detachable display that can boot as an iPad makes any sense at all. The iPad, in isolation, could conceivably end up being a secondary device that never does fulfill Mr. Cook’s “clearest expression.”
No one has the answers. For the time being, customers are going to purchase the device that they believe has good quality and gets their work done best. The 2016 MacBook Pros with macOS Sierra, expected soon, will augment the already strong MacBook sales. That’s something Apple doesn’t want to throw away.
The only thing we can count on is that Apple will continue to watch the marketplace and customer acceptance of its products. What will be crystal clear in 2019 is only a murky vision right now. Even though not much with the iPad has gone as planned lately, it will remain an essential tool for many.
Perhaps it’s Apple’s turn to keep the faith and wait for the hardware and software to vindicate its own early vision.