Apple is a secretive and protectionist beast most of the year but around September leaks and "pre-announcements" appear to kick up the September launch cycle. Recently coming under fire for several years of 'evolution' rather than revolution, this September is an important one for Apple as pressure is on them to wow the world with big changes and updates for both the Apple Watch and iPhone. If Bloomberg is correct there will also be a social (Snapchat-esque) play being made sooner rather than later. My problem with this? People don't need another Snapchat.
Despite only just getting a significant competitor with Instagram Stories, Snapchat remains king (at least for now) with the daily "this is my life" social update arena and despite Snapchat having differentiation plans. Apple is again late to a popular game (remember 'News') and unlikely to dislodge either Instagram or Snapchat soon unless significant interference is run (App store promo, marketing) or the product is just superior in ways most have yet to identify. Apple is wasting an opportunity here to make some bold moves with relatively little effort instead favouring to copy again.
APPLE HAS YET TO EXPLOIT ITS BIGGEST ASSET
Despite 92% of people buying a smartphone because of the camera or desire to take quality pictures, Apple does little to exploit this key feature beyond "bigger is better" chest beating. Looking ahead to the near future, Apple (and competitors like Samsung) have a slew of apps lined up against them that are poised to eat a potentially lucrative lunch. As active userbases, daily usage and new gestures and behaviours become ingrained so Apple and competitors have a tougher time creating products that make people immediately want to switch (News, Music etc). Apple (and co) are missing a trick by not utilising the phone's feature most people use daily - the camera.
FOCUSING ON THE CAMERA BEYOND SIMPLY TECH MOVES APPLE BACK INTO LEADER
Apple need to buy the augmented reality and discovery bods at a company like BlippAR. Whether it is logo recognition, visual reminders, item identification or safer shopping through photo awareness of products you are allergic to..."the future is out there it's just unevenly distributed" (per William Gibson). The camera then morphs from a feature for a user into a tool and that's when interesting stuff and change happens. No-one yet is owning visual discovery because they don't have the numbers and there are other barriers including requiring an app download, trusting the app, allowing access and connectivity to name a few. If Apple added this functionality though, big things could happen for AR because of the trust, instant install base and relationships Apple has. The question is, do they have the vision?
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