Water’s wet; sky’s blue; investors baulk at Apple launches

The usual lacklustre reaction to Cupertino’s iThingies tells no story at all

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Water’s wet; sky’s blue; investors baulk at Apple launches Stephen McBride is editor of ITP.net.
By  Stephen McBride Published  September 10, 2015

So, another iLaunch, another chorus of "Meh", from investors. You could set your Apple Watch by the predictability of the markets when Apple does its annual thing. The market, it seems, is still waiting for that time machine. Or perhaps an iPad that doubles as a jet pack. Or an Apple Watch that sprouts sharks with laser beams.

Whatever it is that investors mouth off about while screaming "Sell," down the phone (I wonder how many of them are using an iPhone), Apple did what it was supposed to do with the iPhones: improve on the last ones. Come on, these were S models; notches in the upgrade path rather than milestones, so give Timmy & Co a break. Faster processors, double the RAM, hardier base materials, a new OS with (ever-so-slightly) smarter Siri, Force Touch, and so on, and so on.

The iPad Pro might be worth a longer conversation. To capture more slate revenue, Apple has built something that is meant to appeal to the productivity user. It is meant to be a substitute for a PC. This is no intuitive leap. Apple states it outright when it claims the Pro outperforms 80% of portable PCs and inviting a Microsoft executive on stage during the launch was not exactly subtle.

Apple wants a big fat chunk of the enterprise market and knows the Pro, with its optional extras of the plug-and-play Smart Keyboard and the inventively named "Pencil", is the way to go about it. Cupertino has seen the figures: the PC and tablet are locked in something of a stalemate of late. Both are showing flat growth and analysts suspect PC shipments might start to "normalise" in the second half of 2015. Apple has probably gambled that no millennial would brook a conventional PC if their tablet could only do those day-to-day things better: the Microsoft Word things; the CAD things; the desktop things.

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