June 2014 – Page 3 – Tech in the Trenches

New for the sake of new.

I’m done with tech news. I don’t care about what Apple is going to do. I don’t care what Microsoft is planning. I couldn’t begin to care about Android. I don’t care about any of it.

You know when we’ll see the new iPhone? When Apple releases it! Know when the best new Android phone will be out? The moment you buy the latest best new Android phone.

Wii. Xbox. PlayStation. Who Cares?

I want to play games. I don’t care about the platform they’re on. I want to use my phone and my computer. I don’t care what it says on the tin.

I’m so tired of the endless speculation. I’m exhausted by the battles of X vs. Y when there’s really nothing amazing about either option.

They’re different.

The Apple Tech Bloggers have been particularly exhausting. Nothing is worth the level of scrutiny devoted to Apple. It is the same thing as celebrity worship.

Watching TMZ for the latest celebrity photo and endlessly droning on about Apple is the same thing. Who cares?! Why waste so many words, blurry photos and speculation about a computer?

There is no shortage of words written about apple. No shortage of pundits proclaiming they know Apple and what they should do. But this simple series of tweets from Ben Alexander is the best thing I’ve been written about Apple in a very long time.

So, all you Apple fans who came to the company after 2007 who are jumping into Swift, lemme share a secret:— Fiat Lux (@fiatluxfm) June 4, 2014

This is the *real* Apple.

— Fiat Lux (@fiatluxfm) June 4, 2014

Everything else is just infrastructure. The feeling you have now is what they make.

— Fiat Lux (@fiatluxfm) June 4, 2014

Last week you thought you were too stupid to make an app. Now you are making an app.

— Fiat Lux (@fiatluxfm) June 4, 2014

Everything else is just infrastructure. The feeling you have now is what they make.

That’s Apple. It’s not Macs or iPhones or iCloud. It’s not a music store, app store or physical stores. It’s not about chasing the latest trends and filling every possible product category with something for people to buy. Apple is selling you experiences. They’re selling you the feeling of making an app when you never thought you could. They’re selling you a great camera living in your pocket with the power to share your photos with anyone from anywhere. They’re selling you home movies and memories preserved and shared.

Apple is selling you experience. As Ben said, everything else is just infrastructure.

Carl T. Holscher fights for the customers.

Month: June 2014

Copy of A

New for the sake of new.

This is what Apple makes