“Like most people, I was following Tim Cook’s talk at the D11 conference with great interest. And while it generated a lot of headlines, it became apparent quickly that not much was actually being said. Just to make sure, I went back and watched the entire interview. One thing stuck out above all others:
It was boring.”
Excellent text by MG Siegler. Tim Cook’s interview at D11 might as well have been the same from last year. When there is not that much to be said, maybe it’s a good idea to adopt radio silence to favor the mystery.
Tim Cook has been talking a lot about the Magic that happens at the intersection between hardware, software and services. I’d say that there is a fourth factor in there, which is the same factor that has been important for Magic since the beginning of time: the space occupied by the spectator’s imagination. He might be dead curious to figure out how that magic trick just happened right before his eyes, but at the same time he knows that once he understands it, the magic will go away.
Expectation and anticipation are essential. There is no better proof than the cold reception after product announcement events which have been easily overshadowed by absurd rumors or revealing leaks that ruin all the surprise weeks before the actual event.
“The truth is that we don’t really want most of these answers. If Cook answered every inbound product question, we’d be happy for five minutes and then disappointed by next week. And by the time the product came out, we’d be downright bored.”
It’s always nice to see Tim Cook outside of Apple keynotes. But I have to agree that it would be a whole lot cooler if aside from his calm speech, his soft tone and pleasant southern accent, we didn’t already know exactly what he was about to say.
Yesterday during the D11, Tim Cook commented about how Apple sees the television/entertainment market at the moment, making it clear that for now Apple is only acting with the Apple TV, and that this continues to be an area of intense interest for the company. The comment caused a few laughs, as it was pretty much the same thing that Cook said during D10 last year.
Gene Munster, famous world-wide for his bordeline pathological obsession with the certainty that Apple might release a television at any second now, wrote the following:
“DWe felt that after viewing the conversation, it seems fairly certain that Apple will launch a television, a watch, and multiple iterations of the iPhone by the end of 2014 as well as a potential new service offering. (…) We believe Tim Cook’s comments at D11 pointed to Apple launching a television. While he did not talk about when the TV could come out, we continue to believe the announcement could happen at the end of this year.”
When I read that, something occurred to me: what on Earth will Gene Munster do if when Apple finally releases a television? That’s when I thought of a (Seth McFarlane?) video showing what happens to Wile E. Coyote after he finally catches Road Runner:
For a few years now, every time Gene Munster decides that he has something to say, the world knows that he’ll talk about Apple’s television again. He’s made countless predictions and comments about it, reaching the point where it just became comical. John Gruber’s tweet on January 23rd during Apple’s Conference Call to present their Financial Results is a good example
What will be of poor Gene Munster’s life when his biggest obsession finally becomes true? Will he quit Piper Jaffray so he can sit in front of his iTV 24/7? Will he start obsessing over Apple’s iCar, iToaster, iFlipFlops, iVCR? Or will he one Saturday knock on your door asking you if you have found Jesus Christ?