A couple of weeks ago, I predicted that 2018 will be the Year of Face ID for Apple. Based on the early device rumors of what is coming this year, that looks to be a pretty safe bet. I think it is just as much of a given that 2018 will also be the Year of Siri. It’s about time, as a focus on pushing Siri forward in terms of both features and user satisfaction is already long overdue.
As we close out 2017 and look forward to a new year just a handful of hours ahead, now is a great time to look back at the year that was. This was a VERY busy year for Apple, so rather than a completely exhaustive review, I’m just going to hit a few of the highlights with Apple’s hardware in 2017.
If you haven’t heard by now, Apple has pushed the release of the HomePod from the more advantageous Holiday sales season to sometime in early 2018. I can’t say this comes as a massive surprise, because there has been very little news on the device over the last month. Part of that is because of the massive wave of interest in the new iPhone X, but if it had been coming out in December, we would have seen some leaks by now. This is definitely unfortunate for Apple, as they will certainly lose potential sales in a market where they are already later to arrive than usual. However, the why is more interesting than the what in this situation.
What a week it has been. Apple has definitely made the most of its time in the spotlight, grabbing the media’s attention and showing us that they can still innovate, be aggressive, and even listen to what users are asking for from time to time. While all may not be perfect, and there are still questions to answer, iOS 11 looks REALLY good, and the new iPad Pro features are a huge upgrade. As for the HomePod, let’s reserve judgement until we at lease see it in a closer to final form.
Beyond all the great software and hardware announcements, which I will get into in greater depth soon, there is other Apple news of note to look into. Let’s get to it.
This has been building since Apple’s acquisition of Beats in 2014, but after WWDC, I think things are starting to come into clearer focus. Apple is now transitioning from dominating the declining business of purchasing music to dominating multiple areas in the field. But it goes deeper than that. They are building toward something. I think they are currently moving their chess pieces across the board to set up a final checkmate on the big-label recording industry, which will in turn, squeeze competitors like Spotify in ways they will have difficulty combating.
In my recent article Taking Siri Seriously, I made the comment that if Apple was releasing a Siri-equipped speaker product into the world, then it would surely be a sign that all is now right with the world’s first mobile digital assistant. They wouldn’t make another “Maps” error. They wouldn’t blindly release another product like that into the world. As the afterglow of yesterday’s WWDC Keynote fades and the reality-distortion dissipates, now I’m not as convinced.
Apple’s massive 2 1/2 hour data dump certainty accomplished goal one of flipping the media’s script yesterday. ALL of the talk today is about what Apple is doing and how they are doing it. They absolutely NAILED that. However, at the end of the day, what did we really learn about Siri in iOS 11?
The iPad has been at a crossroads for a couple of years now. Since the original iPad Pro didn’t move the sales needle, it has felt a little like Apple has been marking time while they came up with a Plan B on how to jumpstart things. Part one came with the release of the rolled back, but less expensive iPad this Spring. While it was a solid device that fit a need in Apple’s tablet lineup, it was hard to tell too much based on such a modest start down a different path.