Apple just killed the iPhone – with another big innovation.
When Steve Jobs presented ago the first iPhone 10 years he not just used the famous words "one more thing" – he also introduced the core functionality in a very unique way. He said "Well, today we're introducing three revolutionary products. A widescreen iPod. A revolutionary mobile phone. And a breakthrough internet communications device. So, three things: An iPod. A phone. And an internet communicator. An iPod, a phone...are you getting it...it's one device. We are calling it the iPhone."
So, what's wrong with iPhone X? To be honest, nothing. It has a revolutionary big display – with a little weird black bar on the top – an absolutely innovative Face ID to create a seamless experience by using the phone. Yada, yada, yada. And let's be honest, from a technology point of view this new smartphone is a hell of a deal. I'm a tech geek, and it let's me freak out completely. Continuing on that: Wireless charging, portrait lightning, AR and so – all great features.
But, are new iPhone X features changing our life? Is this a breakthrough concept to change our customer experience? Probably not.
Let's time travel to 2015 when I said to one-to-one (German digital magazine) "The Apple Watch presentation wasn't very satisfying...but the new Apple Watch will start a new revolution for the future." And I also recommended "not to by the Apple Watch, yet." Did I buy one? Of course I did. Because, experience innovation means to understand, rapid prototype, learn and be ready the future. Like we do at LAB13 by MRM//McCann where we build one of the first Apple Watch App's for the German Lottery. It was a very simple way to generate your lottery numbers based on your daily activity.
We used the customer data and converted it into a meaningful gamification. (at least for people who play the lottery) By using machine learning capabilities to analyze customers activity data and their played numbers we could proactively recommend them their new lucky lottery numbers. And for the record: I didn't win a thing.
However, we are still just coming out of the "revolutionary" iPhone X keynote in the new Steve Jobs Theater. That is what the media and many of us are talking about since weeks. And now it's here and it's gorgeous. No doubt on that. But, seriously! Samsung's Galaxy 8 has many of these features since 2 years. But that's not the topic why Apple's iPhone X isn't innovative or at least the reason why the Apple Watch actually stole the show.
Yes, this time I would definitely recommend everyone to buy an Apple Watch Series 3 with GPS and Cellular. Because – it's the "one more thing."
Mark this September 12th 2017, because Apple just killed the iPhone. What? Why?
Gartner for example predicts that by 2020 about 30% of searches will be done without a screen. Remind me, why do I need a screen again?
As I already said in my article in 2015, with the Apple Watch you will be able to control 70% of the key functionalities you used on the iPhone. Now, with the new Apple Watch Series 3 I can take calls, stream music and use Siri all without taking my phone with me.
Wait, without my iPhone?
Apple's cognitive thinking approach will strengthen the machine learning capabilities of their A.I. (artificial intelligence) voice assistant Siri more and more. And it will make the Apple Watch and most likely the HomePod to become the iPhone killer number one.
Or let me repeat it like Steve Jobs might would say it: A Watch. An iPod. A Phone. A revolutionary voice interface. Are you getting it? It's one device which connects us completely seamlessly to the digital infrastructure. You just need to say so. The best part, we won't ever need to look down on a screen just to receive messages, get directions or send mails. We can just look up and avoid accidents or talk to real people.