Apple: You’ve Seen It All Before, and Nothing Else Like It

On Wednesday, at the Bill Graham Civic Auditorium, in San Francisco, the company was in full force with its fall showcase, announcing a variety of new products including a very large iPad, a new version of its Apple TV set-top box, and, of course, a couple of new iPhones—the 6S and the 6S Plus. But what was most striking was not the newness of the products. Instead, it was the fact that we’d seen most of this film before: about ninety per cent of what Apple revealed has already been shown by Google, Amazon, Samsung, and Microsoft.

Mind you, this is not a new skill that Apple has acquired. In fact, some of the company’s biggest hits were simply a rethink or tweak of an old idea or two. The iPod wasn’t the first MP3 player, and Apple certainly didn’t create the first smartphone. The company also didn’t invent the first tablet, and when it introduced its new one this week, the main selling point was that Apple had enlarged an object that it had recently shrunk.

It’s nice to see Joshua Topolsky writing again after a brief break from his time at Bloomberg. His podcast, Tomorrow, is also a great listen if you’re interested.

Apple: You’ve Seen It All Before, and Nothing Else Like It

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