While no one was looking, Apple just took possession of a word no one expected could be owned. Apple of seven years ago might not have been able to just do that. They probably would have defaulted to iWatch. But they’ve shown they can so completely reinvent and dominate a space that the is just an honorific, not a part of the name. In six months, when most people refer to their watch, they’ll most likely be talking about their Watch.
All the tech giants want to touch your body. The end game of course is to touch your brain but the way they get there is by starting on the outside and politely inching their way closer and closer. First, 18” from your face. Then, into your pants pocket. Then…
Well, then, Google tried to put itself on your face like a bad kiss on a bad first date. Amateur move, Google, you dork. You should have been more subtle, more gentle. Look at how Apple played it. Apple gently touched your wrist first. That feels nice. We do not feel invaded. We’ll take this slow and see what happens next.
In 2001, the iPod was a new entrant in a new space littered with false starts, attempting to disrupt a well-established product category. Using it necessitated owning a separate, more robust device as a hub. It would be the precursor to the iPhone six years later, which would eclipse its predecessor and eventually overtake the hub device in market significance.
Meaning: in ~six years, look out for what the Watch has made way for, the next thing that couldn’t have existed were it not for what was introduced today, because that will be the next hub, and will represent the next epoch in personal computing.
“You just might not understand it yet. But it’s cool. Family is super cool. Going home to one girl every night is super cool. Just going home and getting on the floor and playing with your child is super cool. Not wearing a red leather jacket, and just looking like a dad and shit, is like super cool. Having someone that I can call Mom again. That shit is super cool.
Such a fun scene from the Beatles movie “A Hard Day’s Night” where George tells a teen trendspotter marketing jerk what’s what.
George: “I wouldn’t be seen in them. They’re dead grotty.”
George: “Yeah, grotesque.”
Trendspotter (to assistant): “Make a note of that word and give it to Susan.”
“App: The Human Story” by Story & Pixel
My friend Jake told me a year ago he wanted to make a documentary exploring the profound impact the new notion of “app” has had on our culture. I got the shivers when he told me the idea.
Now, watching the trailer for what he and his co-director Jed have shot so far, I get the shivers again. This one’s going to be good. If you want to see more, consider supporting the Kickstarter. Jake and Jed are good people making a good thing.