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Opinion: Apple had a good year for product launches in 2015, despite unrealistic expectations from some

apple-store-brussels-2

The view that Apple lost its innovative edge with the sad loss of Steve Jobs has been one of the oft-repeated criticisms of the company in recent years. But this idea is based on an entirely mythological view of Apple as a company that was constantly launching ground-breaking new product categories.

The reality is a little more mundane. The Macintosh, a truly revolutionary computer, was launched in 1984. We had to wait 17 years for the next groundbreaking product: the iPod in 2001. We had to wait six years after that for the next major product category: the iPhone in 2007. And a further three years for the iPad in 2010. (If you wanted to push things a little, you could argue that the MacBook Air was also so revolutionary that it deserves to be included; if so, we’re up to five new product categories in 26 years.)

Note, too, that none of the product categories were invented by Apple. Xerox, of course, invented the graphical user interface for personal computers. There were MP3 players before the iPod; touchscreen smartphones before the iPhone; tablets before the iPad. What Apple did in each case was what the company does best: take something clunky and used only by techies, and turn it into a slick product that will appeal to the masses.

So no, Apple never has churned out revolutionary new products on an annual basis. If we’re going to assess its performance today, it has to be against a realistic background. Zac recently reminded us of Apple’s product timeline for 2015. Looking at this in the context of a company whose true history is occasionally taking a new product category and doing it better than anyone else – and in between times merely refining its existing product ranges – how did Apple do this year … ?

Firstly, of course, there was the Apple Watch. Ok, Apple announced the product in 2014, but it went on sale this year, so I’d argue it counts as a new product category in 2015. As with the Macintosh, iPod, iPhone and iPad, Apple looked at an existing invention – the smartwatch – and figured out how to do it better. Much better.

It was so successful in this that even I – a techie who normally needs little excuse to buy a new gadget, but couldn’t see the point in smartwatches – was assimilated. When we asked you to name the Apple Product of the Year, the Apple Watch was the clear winner, taking more than twice as many votes as the second-placed iPhone 6s/Plus.

Granted not all of you were sold – a recent poll showed that some 16% of owners had abandoned the device, and a further 13% are not wearing it daily – but there’s no question that the Watch is a successful product. Admittedly, Apple has declined to reveal sales numbers – stating only that sales are strong and growing – and analysts have had to make wild guesses, but it’s abundantly clear that Apple has sold more smartwatches than every other manufacturer put together. Way, way more.

ipad-pro

One could debate the status of the iPad Pro – new product category, or just a ginormous iPad? I can see arguments on both sides. While technically it is just a larger iPad, you could equally well have argued that the iPad itself was just a larger iPod touch. Sometimes size matters.

Although I concluded that the iPad Pro wasn’t for me, I did not in any way dismiss the device. As I said at the time, it’s a great device for many people. Brilliant for artists and designers (you easily chose the Apple Pencil as Apple Peripheral of the Year). A great tool for corporate warriors. Very handy for musicians. A better choice than a laptop for those with relatively basic computing needs. And a fantastic personal entertainment machine.

Importantly, the iPad Pro – together with all those enterprise apps – is clearly going to take the enterprise market by storm.

So, new category or not, the iPad Pro will, I’m sure, prove to be a hugely valuable product for Apple, and one which could very well help the company turn around those flagging iPad sales.

Oh, and the new iPad mini brought it into line with the design and capabilities of the iPad Air 2. Not unexpected, of course, but still a worthwhile upgrade.

macbook

The 12-inch MacBook doesn’t qualify as a new product category – it’s just the latest refinement of the MacBook Air concept – but again, as product evolutions go, it’s an impressive one.

It hasn’t yet sold itself to me personally. I’m still very happy with my 11-inch MacBook Air, and appreciate the fact that this can drive my 27-inch display to provide a full desktop experience when needed.

But it takes the MacBook Air concept to the next level. Its power will of course increase, and I’m confident that support for external monitors will come. Once it’s a little more capable, I have no doubt that this is the machine that is set to replace the MacBook Air.

Admittedly, we didn’t see anything else exciting on the MacBook side. The Retina MacBook Pro got Force Touchand a refreshed MacBook Air just got a Broadwell CPU and faster graphics. We’re going to have to wait until next year for more significant enhancements there.

imac

On the desktop side, there were the new 4K and 5K Retina iMacs. Sure, evolution rather than revolution, but it was clear from the reviews that the 5K iMac was blowing people away. At a time when almost everyone else has given up on desktops, Apple is still there launching new products that continue to wow people.

Apple also didn’t forget desk-based customers when it came to peripherals, launching the Magic Keyboard, Magic Trackpad 2 and Magic Mouse 2. Again, nothing amazing (despite the names), but still keeping things fresh.

tv

The Apple TV 4 got a more mixed reception. Many viewed it as effectively giving non-gamers a games console in their living-room for the first time, and one which will at least keep the kids amused. Siri was also welcomed by most. Others complained that it was inexplicable that a TV box launched in 2015 omitted 4K.

6s

Finally, we have a to give a more than honorable mention to the iPhone 6s. 3D Touch expanded the capabilities of the user-interface, and the camera functionality got a big boost with Live Photos, 5MP FaceTime camera, 4K recording and 1080p slo-mo at 120fps – even if the boost from 8MP to 12MP was something of a mixed blessing.

LTE Advanced will also be appreciated once it is more widely supported. For an S-year, it’s an impressive release.

apple

Apple cannot, of course, please all of the people all of the time. I still grumble about the disappearance of the 17-inch MacBook Pro, and still cling to the hope that the 12-inch MacBook could lead to new even-numbered sizes that at least sees a 16-inch MacBook Pro in my future.

And we’re all techies, so we’re of course always impatient for new toys. But viewed in a sensible historical context, I think we have to say that 2015 was an impressive year for Apple. Do you agree? Take our poll, and please share your reasons in the comments.

With the end of that year almost upon us, it only remains to say that I’ve had enormous fun writing these opinion pieces throughout the year, and have been very appreciative of the responses. I’ve very much enjoyed reading your comments, and look forward to doing so in 2016. Happy new year!

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Comments

  1. Greg Pryor (@gpo613) - 8 years ago

    This was a big Apple year in my household. My family upgrades phones every 3 years and this was the year, plus we added a new line for my youngest. So xmas was an iphone for everyone. Everyone got 6s except myself who went with the 6s plus(note I never get to use an ipad at home so that is my justification for the plus). The release of the Apple TV4 worked for when we were cutting the cord as a family. I had picked up two Apple TV3 early in 2015 to see how they worked and if cutting the cord would work for my family. So when the Apple TV4 came out we got two of those and cut the cord. BTW, cutting the cord on cable has saved us $105 per month.

    My family already had an iPad Air and an iPad Air2. I have a feeling in 2016 we might get an iPad Pro, but I haven’t even seen them in person.

    Here is what I like about Apple. When I got the Apple TVs I was able to place my iphone on them and in a matter of seconds all my information was on the Apple TV including the WiFi password. Then when I got the iphone 6s when I got home from the store I restored from a backup of my previous phone and just like that I had everything I previously had on my phone. Their stuff just works and works well.

  2. applegetridofsimandjack - 8 years ago

    Things I’m satisfied with with Apple in 2015:

    iPad Pro
    Finally Apple has released a product which can compete with notebooks. Because all other iPads are consumption devices, come on admit it people.

    New Apple TV
    A very responsive device with an awesome set of features.

    iPhone 6S ram and cameras
    Even though both these specs should have been available in the iPhone 6, I’m very satisfied with these changes. App rebooting and the blurry front-facing cameras made me go really mad.

    My disappointments with Apple in 2015:

    No iPad Air 3
    They didn’t upgrade it because of the fact the Pro model (iPad Pro) just has to be more powerfuk because it’s a Pro product. Apple could’ve put the A9 in the iPad Air 3 this year and put an A10 chip inside the iPad Pro. Instead they chose not to upgrade the iPad Air 2 and stick an A9
    inside the Pro…

    Macbook procing
    I know this is a completely new product with a retina display but despite these facts this notebook should be much less expensive. Starting at 1450€ in my country this is absolutely ridiculous.

    Apple accessory prices rise again
    iPhone leather cases, iPad smart cases and covers were already extremely over expensive. And they upped the price yet again. Very disappointed.

    • Darrell - 8 years ago

      Don’t forget the pricing for the new Magic Trackpad. $130 for a Magic Trackpad when you can get an Apple TV 4 for $150? Unreal.

    • uniszuurmond - 8 years ago

      The Apple TV 4 was one of my biggest disappointments of 2015. As a non gamer not living in the US, it costs me a lot more to get a poor remote and poorer TV experience.

      The remote is Siriless here, the trackpad too far up causing thumb fatigue, I’ve had multiple accidental tracks when at critical points in what I’m watching, the click is too deep (i’m used to tapping which does soomething else on the remote) and in the dark I often have it upside down due to the symmetry. It feels completely untested.

      The software now shows only two lines of options wit giant hero images above. It looks good, but I’d prefer to see more lines below. Also it has resulted in similar issues for what is now apps, such as Netflix. I find the non app version of Netflix more usable.

      So all in all it feels like I got ripped off having to pay a lot more to get a worst experience. It almost feels as if I switched from Apple to Samsung.

  3. chrrup - 8 years ago

    I have the feeling that Apple’s products are being released at a “90% complete” stage these days and that the other 10% arrive a year or two later.

    Look at the iPad Pro, for example. For years (ever since my Newton MP 2100 could no longer exchange info with a desktop computer in a meaningful manner), I have asked for a worthy heir, but nothing happened. Taking notes in meetings, where I can’t use a keyboard or my voice is kind of important. Finally, the iPad Pro arrived, with a glorified stylus — but hang on, the stylus isn’t available anywhere for purchase yet. And HWR (hand writing recognition) as a global function on the new shiny iPad is also nowhere to be found.

    With applications, it’s even worse. for years, Apple is touting ‘iWork’ (Pages, Numbers, Keynote) as replacements for MS Office. But basic functionality is still missing, like automatic numbering of tables and figures in Pages. And no matter how much feedback you leave, nothing gets done about it.

    What about the half-baked migration of audiobooks from the ‘Music’ to the ‘iBooks’ app on iOS? I was able to listen to audiobooks in a playlist (sorted by publication date, so I could listen to a series of book in their chronological sequence) until iOS 8.3. In 8.4, audiobooks migrated to iBooks on iOS but not on OS X, and playlists are no longer possible. I can now listen to them by title – which is completely out of order.

    So yes, Apple is moving into the right direction, but attention to detail has gone missing in the past few years.

  4. cdm283813 - 8 years ago

    You do no one here any service when you basically say that their shit smells good. Not saying that everything they released was crap (I am using a iPhone 6s to type this out) but the things we did see in 2015 was average at best. Nothing truly ground breaking and nothing that made me go wow, I really need that. I personally believe that Apple TV should have focused more on “real” gaming with a Apple built game controller. If it’s not included with each console developers won’t care. Apple Watch can be a must buy product but not until gen 2 or 3 and if they can make the entry price $250 out the gate.
    Can anyone tell me what their next hit will be other than product refreshes in 2016? I may be critical but I don’t stick to one camp. I own Apple products, Android and Windows. Personally VR products such as Oculus rift is the only thing I’m looking forward to in 2016.

    • Jake Becker - 8 years ago

      Apple needs to concentrate on a console-like experience when the current console experience is quickly evolving to avoid becoming obsolete?

  5. Laughing_Boy48 - 8 years ago

    Almost nothing is said about the Mac Pro computer. Apple never said whether it was successful in terms of expected sales. It’s like it was introduced and swallowed up as though it never existed. I see a number of refurbished models on Apple’s retail site but that’s about it. I’d heard people complain about the design and difficulty of upgrading to newer video cards and that there’s too many tangled wires from not allowing internal storage. As a shareholder, I’d at least like some idea of how many of these Mac Pros Apple has sold since its introduction and how many businesses are using them.

  6. irelandjnr - 8 years ago

    Now let’s slow down and start fixing bugs. Graphical bugs across all Macs and iOS and persistent Wifi, AirPlay, AirDrop, Hotspot and other bugs such as lazy definition panel and many other persistent minor bugs. Enough new features for a year, please. And rewrite iTunes for the modern age.

  7. yojimbo007 - 8 years ago

    Nope…this was the year of halfbacked solutions and launches by Apple.. With the exception of iphone ..

    Over promise >>> underdiliver

    But Apple is all about

    under promise >>>> overdeliver ….. Blow us away

    It should not be
    Wow>>> WTF?!

    It should be

    Humm Really? >>>> no f-ing way .WOW WOW

    Looking forward to a “WOW” 2016… An Apple that Inspires and Shines and Blows us away

    • yojimbo007 - 8 years ago

      Meant “half baked “

    • chrrup - 8 years ago

      At this point, the only way they can blow me away is with software. I have a new iMac/MacBook Pro/iPhone/iPad and even my pencil tells me that it has shipped. So I’m all good on the hardware. What I need now is the software:
      * No more issues with Mail (which started in Mavericks)
      * A lot more functionality in their office apps (mainly ‘Pages’)
      * Automatic synching of specific directories between different Macs
      * Hand writing recognition systemwide in iOS (they can borrow their 20 year old Newton code, they already have that technology)
      * Improved Siri so it is actually usable to navigate your Mac/iOS device and dictate with voice feedback
      * Build something closer to a real AI, something like IBM’s “Watson”
      * “Do what I mean” button :).
      * Improve support for business by encouraging application developers to port their stuff from Windows to OS X
      * Encourage game developers to port some of the nicer games run on Macs (Star Citizen for example),

  8. galley99 - 8 years ago

    Apple stuff I purchased in 2015:
    13″ MacBook Pro with Retina Display
    iPad Air 2
    Stainless Steel Apple Watch
    Apple TV 4
    AirPort Extreme Base Station

  9. Juliano Rossi - 8 years ago

    My only complain with Apple this year is iPad. iPad had a terrible year.

    Apple showed how they’re giving up on iPad when they simply didn’t updated Air 2, the flagship tablet.
    They updated the Mini with the really not impressed A8 (which in 2014 already was a very weak upgrade from the A7).
    And they spent the entire iPad workforce inside Apple working on a total waste of time: iPad Pro.
    I’m sorry, but if anyone really believe this product will succeed, you’re crazy. Really. The only market that really takes advantage of the Pro are people who create professional drawings. Is it reasonable to put the entire iPad team working on such a limited category of professionals? I don’t think so, specially on a time where people are clearly giving up on tablets. There’s just not a single other category where Pro’s size, price and iOS limitations justify its use over a similarly price MacBook.

    It’s time for Apple to put as much workforce as possible on the iPad team, to design mainstream iPads para REALLY replaces MacBooks. It’s not the proper time to waste an entire year of development on a product that is simply inferior (compared to professional notebooks) and doesn’t make financial sense from mainstream user perspective.

    Besides that, Apple product line is really good. 6s really closed many gaps, and brought a truly innovative feature. Apple TV is fairly priced and feature rich. iMacs and MacBooks continue to be THE personal computers to buy. So, I can only hope 2016 is a year where Apple will return to look at iPad with an aggressive strategy. iPad needs this, or it will die.

  10. reactionsok - 8 years ago

    Well clearly the votes are more geared to fanboys.

    From another perspective the Apple Watch was blah – not generating excitement of other apple products and the Apple TV not being anything special either.

    So it’s an okay year for normal fan.

  11. Jon C (@JonCBK) - 8 years ago

    2015 was a big year. Apple added a computer to our wrists and Apps to the living room. Those will be the two things that will seem the biggest moments in the years to come. Having a computer on your wrist is just so useful that I think it will become a mainstream item in four or five years. Yes, the current version is limited in its ability and more importantly in its speed. But improving CPU speed is easy and inevitable. Apple just has to keep working on power consumption issues and as they are solved, increase the CPU speed and power.

    The Apple TV has limited usage, but the Apps will come as the product becomes more widespread and developers figure out business models for it.

    iPad Pro is a great example of Apple’s chip prowess. But it won’t be popular in the consumer space, so sales will be limited. But as that chip trickles down into consumer sized iPads, the power of these products will become more and more apparent.

    And lets not leave out the launch of Apple Music. Yes it is similar to other streaming services. But it is directed toward a demographic group that was probably filled with some of the highest iTunes music purchasers. It is going to have a big impact on the music business and for good or ill shift that industry permanently to streaming and renting access over “ownership” of music tracks. I know I’ve only bought one album since Apple Music launched (easy to guess which one). But I’ve downloaded a bunch of albums I’ve been curious about but not enough to buy. So the service is working great for me and I’m happy to just pay my monthly fee.

  12. captobie - 8 years ago

    You’re telling me I can’t hook my 12″ MacBook up to an external monitor? That’s strange, because that’s what I’m using now…

    • Ben Lovejoy - 8 years ago

      It can’t drive the Apple Thunderbolt Display – you can use an HDMI adapter, which I’m guessing is what you’re doing?

  13. Ian Barkis - 8 years ago

    I have to say that while Apple didn’t blow me away with revolutionary products, they did bring out some great hardware and solid software for iOS devices in iOS 9 which has been pretty fantastic. I myself ended up getting an iPad Air 2 and upgraded my trusty 4S to a 6S Plus! So personally, I’m very satisfied.

  14. Jon G. - 8 years ago

    Thanks for helping put things in perspective, and for the insightful observations. Ultimately time will be the judge of Apple’s successes, despite the public’s expectations.

  15. Rolf Raess - 8 years ago

    What has been forgotten in the post by Ben Lovejoy the unbeatable Apple software and its own development of OS X, later also designed for Intel devices. The triumph is not solely attributable to the design of the hardware – they are different.

Author

Avatar for Ben Lovejoy Ben Lovejoy

Ben Lovejoy is a British technology writer and EU Editor for 9to5Mac. He’s known for his op-eds and diary pieces, exploring his experience of Apple products over time, for a more rounded review. He also writes fiction, with two technothriller novels, a couple of SF shorts and a rom-com!


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