Apple’s Keynote Sep 2013

On September 10, 2013 Apple staged it’s Keynote with two new models of the iPhone and the new operating system iOS 7.

These events always let the heartbeat of Apple fans increase near to the frequency of their devices’ processor. Gamblers at the stock exchange look at this event as well and the company immediately gets it’s comeuppance. Let’s have a brief look on the event in Cupertino.

The presentation …

The company is mainly represented by its CEO Tim Cook. Others like Phil Schiller or Jonathan Ive just have to work out the details.

Fred Erick on G+
Nobody can match Steve Jobs. He made tech fun, exciting, and he had such a great sense of humor. Even after you realize he rehearsed his presentations like crazy to get it all right, he still delivered every time.

With Cook, it’s a tightrope because he almost has to let the products speak for themselves since his personality is like that of an old librarian. He’s a nice guy, but his mannerisms and voice could lull a zombie into a coma.
One misstep and he’s got so many negatives against him.

In this mind map I tried to compare both leaders by just using photos. One can write long essays which compare the different characters. My knowledge of the English language is far away from being suitable to point it out with that extra and subtle something. If you take your time and look at the photos you might see what the differences in the two characters are.


Feel free to download this map in one of the following file formats.

The alternative file formats have been created with iThoughts HD for iPad (.ITMZ file format). Compatibility to other tools is limited.

Application File format
Adobe Reader PDF
iThoughts ITMZ
MindManager MMAP

I don’t know Tim Cook personally so I have to be careful with any assessment of his personality. But if I compare the photos of Tim and Steve I can see some differences in gesture and expression which transfer some hidden messages like enthusiasm, analytic thinking, inventiveness, and focussing whereas Tim looks more like a banker managing all the tasks well. The development of the iPhone 5C was an economically driven decision and I’m in doubt whether Steve would have gone the same way.

Admittedly Steve was a charismatic person, impervious to any criticism. He was able to cast a spell on the entire audience. The biography of Tim shows us a typical ambitious businessman who doesn’t feel well when entering the stage of cult.

Diversity comes up …

Apple now offers two iPhone models, the 5C (a cheaper version) and the 5S (the premium version).
While the 5C became the brand for choice whereas the 5S is still the brand for innovation, high quality and perfect design. Apple failed in developing markets and so diversity became a necessity for further increasing revenues although the company makes 75% of the global profit in the mobile market while the market share is just 25%.

Storm Williams, TheTechStorm
“Apple: It’s All About the Brand,” is the headline of a Wired report in 2002. This remains true to this day. And more importantly, the company is well aware of this. The company had built up its reputation through selling premium products. As a result, Apple needs to price its products accordingly to support this image in the eyes of consumers around the world. Asking the company to move away from this path is like asking Mercedes or Audi to build affordable cars for consumers in India and China. The iPhone is basically a status symbol.

So the new model iPhone 5C is not cheap and Apple is not interested in replacing feature phones by low-quality devices.

See the full article here

iPhone 5C Costs

Secrecy has gone …

This year secrecy has completely gone and the Apple event on September 10 this year was as exciting as viewing James Bond’s Goldfinger.
All the leaks in the global process of development and manufacturing makes it hard to keep the things in a safe. Maybe Apple wants this PR they get without paying for it but it’s followed by disappointment. That’s why our parents kept all the toys under wraps.

Rumors say that the company is working on a TV and a watch. We already see rumors about these devices. So it’s again the same procedure as last year and the same procedure as every year.

It needs just one or two months that rumors about the iPhone 6 will start. If we look on G+ communities it seems to be what many people want.

Innovation …

I’m in doubt about further innovation in the smartphone market if it’s seen as development of completely new features or devices. It’s getting harder and harder to stand out among the mobile crowd. With each iteration of every product from every manufacturer, these phones and tablets look more and more alike.

We already have powerful processors, cameras, displays, operating systems, and now the fingerprint scanner.

If people talk about innovation, they only think about something completely new nobody expected. But the term doesn’t necessarily imply the release of new things. Every development, every step forward is based on former experiences and pioneers is intended to serve people to do things better than before.

What we see in the history if technical products is that sometimes there are big steps but most often small steps leading to a ‘new’ product. Even Albert Einstein wouldn’t have described his Theory of Relativity without all the work done by his colleagues.

Innovation generally refers to renewing, changing or creating more effective processes, products or ways of doing things. And it takes time.


Disappointed Apple fans should know that it makes no sense to always release products, new and in a beta phase. This was demonstrated by Samsung when it presents it’s Gear Watch on the IFA in Berlin.

For businesses, this means implementing new ideas, creating dynamic products or improving your existing services. Innovation can be a catalyst for the growth and success of business, and help to adapt and grow in the market.
Being innovative does not mean inventing; innovation can mean changing your business model and adapting to changes in your environment to deliver better products or services.

If we look in todays smartphones we basically have these most frequently used features:

  • Making calls
  • Surf the web
  • Manage contacts
  • Take photos
  • Listen to music
  • Play games

These tasks are settled by every smartphone today. But innovation does not only mean to present new products and functionalities it’s also the improvement of already existing technologies with the target of a more seamless usage.

The fingerprint scanner, named Touch ID, is not new (we already saw that technology in the Motorola Atrix in 2011) but innovative because now it works. It also can be used for authentication when purchasing at Apple’s stores.

Other innovative steps presented on the event are

  • 64-Bit processor working together with the M7 motion processor
  • improved camera and pixel management
  • revamped iOS

Innovation has to serve people. The fingerprint scanner does because it provides seamless and fast access to the device and Apple’s stores. Time will show us if the fingerprint scanner will also increase security or establish another new whole in the ongoing series of compromising personal data.

Apple said

All fingerprint information is encrypted and stored securely in the secure enclave inside the A7 chip on the iPhone 5S. It’s never stored on Apple’s servers.

Saying NO …

Apple again said NO to the near field communication (NFC). The reason is simple: No acceptance, no benefits compared to a credit card, embryonic infrastructure.

It just works …

Here are some basic strategies of Apple which didn’t change independent of stock exchanges, rumors, and criticism of Androids. They emphasize the ‘maverick reputation’ of the world’s most valuable company.

  • The biggest thing to happen to iPhone since iPhone
    a slogan when introducing the iPhone 5 in 2012
    It points at continuous development and progress.
  • Even More to Do
    a slogan in 2008 regarding the Apple TV
    It reflects the future efforts to improve the products instead of replacing them.
  • It just works
    a slogan in 2007 regarding Mac OS X
    It reflects the companies strategy of seamless usage.


Apple’s Keynote in 2013 followed these principles. People who were disappointed about this event read to many rumors with the consequence that excitement was near to a child getting a Hamburger as it’s Christmas present. But they will still buy the new products and will like them.

Quality, design, durability …

The new iPhone 5S again is a product of high quality and no other company is in the same street as Apple.

Baked Apple
Accompanying a story of an Apple II that worked after a house fire, to illustrate the claim of durability

Durability means also updating older devices with the latest operating system. Users of all the Korean products draw the short straw when it comes to use innovative features Google implemented in it’s Android operating system, a wrong licensing policy and defiance of the principle of ‘Focussing’.

Related links …

Tim Cook Biography

Apple Keynote 2013 with Tim Cook (13 min)

Apple Keynote 2010 with Steve Jobs (10 min)

SWOT Analysis Feb 2013

Tim Cook interview (Busiessweek)

Thanks for stopping by.