Feeds

The Apple Armada - Still worthy of the Jolly Roger?

Steve gets his F

Internet Security Threat Report 2014

Think Different

Apple's image as the rule-breaking innovator has also mutated. Between 1995 and 2000, for example, TBWA produced a series of ads exhorting us all to "Think Different," extolling "The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently." If we proved our different thinking by buying a Mac, we could count ourselves among the "rebels" featured in these ads, such as Muhammad Ali, Bob Dylan, Amelia Earhart, Albert Einstein, Pablo Picasso, and many more. Since the days when those ads filled the airwaves and covered billboards around the world, the ubiquity of the iPod and the pervasive impact of Apple's design ethos have made any defense based on "difference" an absurdity.

Think Different

Dare to be ungrammatical

But the change in Apple's "innovator" status is based on more than mere image. The company's pace of innovation has slowed in recent years. Recount the technologies that Apple either pioneered or brought to a mass market in its earlier years: the mouse, the 3.5-inch floppy, the graphical user interface, networkability as standard equipment, the all-in-one PC, WYSIWYG laser printing, CD drives in every model line, the PDA (Newton MessagePad), on-board digital audio, USB, wireless LANs, FireWire - the list goes on.

Around the turn of the century, however, Apple took a step back from its pioneer role and instead began to create products notable less for their unique capabilities than for being refinements of technologies first introduced by others. The iPod, for example, was preceded by many a pocketable MP3 player. The iSight by many a webcam. The iPhone by many a smartphone. Innovation remained in the details, but faded from core capabilities.

What's more, today's Apple isn't adopting cutting-edge technologies that are ready and waiting for it. For example, it's ignoring Intel's Turbo Memory with User Pinning, which supplements your hard drive with a good-sized chunk of flash memory and allows you to create and choose different sets of applications and data that you want to reside in that fast-access cache. And where's Blu-Ray? Not available on the Mac. How about eSATA? Nope. You get the idea.

It appears that Apple's modus operandi is shifting to one oft expressed by Paul Mandel, president of the erstwhile Mac-centric storage and clone vendor, APS: "Pioneers get the arrows. Settlers get the land."

Innovation: B

Internet Security Threat Report 2014

More from The Register

next story
Docker's app containers are coming to Windows Server, says Microsoft
MS chases app deployment speeds already enjoyed by Linux devs
IBM storage revenues sink: 'We are disappointed,' says CEO
Time to put the storage biz up for sale?
'Hmm, why CAN'T I run a water pipe through that rack of media servers?'
Leaving Las Vegas for Armenia kludging and Dubai dune bashing
'Urika': Cray unveils new 1,500-core big data crunching monster
6TB of DRAM, 38TB of SSD flash and 120TB of disk storage
Facebook slurps 'paste sites' for STOLEN passwords, sprinkles on hash and salt
Zuck's ad empire DOESN'T see details in plain text. Phew!
SDI wars: WTF is software defined infrastructure?
This time we play for ALL the marbles
Windows 10: Forget Cloudobile, put Security and Privacy First
But - dammit - It would be insane to say 'don't collect, because NSA'
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Cloud and hybrid-cloud data protection for VMware
Learn how quick and easy it is to configure backups and perform restores for VMware environments.
Three 1TB solid state scorchers up for grabs
Big SSDs can be expensive but think big and think free because you could be the lucky winner of one of three 1TB Samsung SSD 840 EVO drives that we’re giving away worth over £300 apiece.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.