Most companies seem to be perpetually chasing after The Next Big Thing. And why not? Consumers love The Next Big Thing. Pundits love to write about The Next Big Thing. There’s nothing wrong with The Next Big Thing. After all, the first iPhone was The Next Big Thing.
Then it wasn’t. And that’s okay: now it’s just The Best Thing.
Some may say of the iPhone 5 that Apple needs new ideas, that they’re stalled, lacking innovation. Some will certainly opine that the fact that the iPhone 5 isn’t revolutionary (or is it?) has something to do with the loss of Steve Jobs. Maybe, but I don’t think so.
In fact, I’d be very surprised if somewhere deep underground in Cupertino there isn’t a team working on The Next Big Thing. But true to Apple form, they’re not going to release it until it’s ready.
In the meantime, Apple will continue doing what it does best: taking something that’s already great and making it better.
In other words: Iterating to Perfection.
PS: I share Neven Mrgan’s sentiment on Twitter: “Personally I’d prefer not to have my mind blown by a revolutionary, all-new phone every single year.” Amen.
PPS: I think it’s a testament to the quality of the last iPhone, the 4S, that I’m not feeling utterly devastated that I won’t be getting the new iPhone 5 any time soon. Unless, of course, something bad happens to my 4S…
Let me know what you think on Twitter: @mmcwatters