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Isn’t It Time Apple Launched A New, Game-Changing Product?

One answer to that question, according to many analysts, could lie in the use of augmented reality for devices such as glasses that would initially depend on the smartphone for many of their functions, but which, following the path of smartwatches, would be increasingly equipped with independent functionalities. Expectations for the smartphone are increasingly low: its worldwide penetration is already very high, with little room for growth. That Apple has managed to regain world leadership in smartphone sales only proves the health of the brand — in addition to the impact of US sanctions on other manufacturers.

The industry will once again be looking at the company that originated the previous interface change, the smartphone as a device we take with us everywhere and spend many hours a week looking at. Revisiting that presentation on January 9, 2007, when Steve Jobs introduced the iPhone, is a very interesting experience now, because although the device itself obviously looks old, the design philosophy and principles that inspire a company like Apple are still there, from the user interface to the reasons for the eternal marriage between hardware and software that some still criticize the company for.

The reality is that little has changed since that day in January 2007. Apple reinvented what we had previously called a cell phone, rebranded it as a smartphone, and made it our most ubiquitous and permanent interface, to the point that many people wince when they see the statistics for time spent on it over the course of the week. Now smartphones have more and better cameras, more memory, and have generally become much larger as befits a device on which we now also play games or watch videos, but basically, we still use them just as Apple envisioned we would.

If anyone can consider altering that balance in the user interface and trying to direct a significant portion of our attention to devices like glasses and the projection of information onto reality, it’s probably Apple. Previous attempts to create such devices have not worked, or at least have not been adopted en masse. If Apple does decide to go down the virtual reality route, and predicting what this company will do is not easy, then we could be looking at a hugely significant change in our relationship with technology and information.

That said, today’s Apple is not the Apple that Steve Jobs left behind: Tim Cook has been able to build a much more powerful company in terms of market capitalization, taking it to an extreme, that of becoming the most valuable company in the world, that Jobs never imagined, but also much more ambitious both in terms of innovation (reinventing more categories and products) and militancy when it comes to privacy. Tim Cook’s Apple is, in virtually every way, a much more powerful company than the one Steve Jobs created.

Is Apple really considering the idea of leaving our smartphones in our pockets for a significant amount of our interactions throughout the day? Looking back at recent technology history, very few events have had as much impact on our daily lives as the unveiling of the iPhone on January 9, 2007. Could Apple be considering using its leadership position to introduce something that will have a similar level of impact?

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