From the historic moment, on January 9, 2007, in which Steve Jobs He stated that his company was going to reinvent the telephone and presented the iPhone for the first time in public, we declared the era of the smartphone inaugurated. All the rest of the industry embraced the standard that Apple had created, and set out to try – let’s leave it at that – to make all of its products look like the iPhone.
It is impressive how well that Steve Jobs presentation in January 2007 has aged: of course, the iPhone that was presented today looks somewhat primitive, but all of Apple’s philosophy of design, reinvention and positioning are there, collected, perfectly clear, from the principles of the user interface, to the inextricable marriage between software Y hardware.
Since then, we have made little progress: smartphones got bigger, monstrously big, because we started using them for many more things that we had never thought would make sense to do on a mobile device, like playing games or watching videos, and the apps took over. of turning our devices into something so deeply multifunctional, that it gives real vertigo.
But beyond some very specific changes, everything since that day has been incremental innovation. Screens with more definition, more and better cameras, higher capacity batteries, more sensors … but the philosophy, what Apple actually reinvented and introduced on January 9, 2007, remains the same. We continue to use smartphones basically the way Apple said we would use them.
Meanwhile, many things have happened. After several years losing market share to other manufacturers, Apple has once again become the company that sells the most smartphones in the world, ahead of Samsung, Xiaomi, Oppo or a Huawei very affected by the North American sanctions. But it has done so in a segment, that of smartphones, which has been falling in sales for the last two years: basically, everyone who can own a smartphone already has a smartphone. And it continues to use it as Apple postulated it would.
Everyone who can own a smartphone already has a smartphone and continues to use it as Apple postulated they would use it
Apple, in many ways, became the iPhone company. Its dependence on the income generated by the smartphone has only decreased thanks to the strength of the focus on services, another success of Tim Cook.
Since Jobs’ disappearance, his successor has known reinvent the wristwatch and become the leader of an industry that has caused panic in Swiss watchmakers, but also the means of payment, headphones and even retail, keeping the company true to its principles of design and reinvention, but taking it to a level that Jobs never would have imagined: that of become the largest company in the world, with a valuation above 2.12 trillion dollars.
Now, the entire industry looks to Apple and awaits the next reinvention. There is talk of Apple reinventing everything from healthcare to automobiles. But what is really expected is the reinvention of the interface: after almost 14 years of smartphones, what the industry wants is a new concept that allows us to interact with information in another way, not necessarily limited to the small screen of a smartphone – yes, no matter how much the terminals grow, your screen will always be small for many things.
After almost 14 years of smartphones, what the industry wants is a new concept that allows us to interact with information in a different way
Where is the company going to come from? Everything indicates that the solution is in augmented reality, in bringing the interface to our face and allowing us to interact with the representation of objects that appear before our eyes, superimposed on reality.
Some type of glasses, at first dependent on the smartphone for many of its functionalities, but which will progressively become independent, in a process that we have already seen in the smartwatch. Features that we may not even imagine or that will seem absurd when they are launched, but that in a short time, we will not conceive of doing otherwise.
After an era of the smartphone created and managed by Apple from start to finish, the world looks back to Apple for the next reinvention, which will define how we will relate to information in the coming years.
In an exercise that I asked my students about the hypothetical launch of an Apple Glass, very few really managed to think about the huge ambition of reinventing something like the user interface, relegate the smartphone to the pocket and modify the way in which we generate or consume information. No, the task is not easy at all, and the vast majority of those who try it will happen like what sports commentators say when a footballer kicks the air: they will stay with the mold.
We are close to seeing the next great redefinition of the computational interface, based on augmented reality. The reinvention of something that we carry with us practically all hours and that we use constantly. And most, when they see it, they will not understand it, they will criticize it, they will laugh, and they will only realize what it meant when they have been using it for a while.
Let’s stay tuned. What Apple has in mind after the smartphone is going to change many things.