There’s a rumour floating about today that Apple’s next iPod Touch will have a Retina Display and dual cameras. There’s no source – just a blogger sounding off about Dell’s Streak pricing in the US.
This will send other tech bloggers into a frenzy of activity. In fact, it already has. Why? Because it’s an Apple rumour. Is it exciting? Nope – any other company announcing that it was adding features from its flagship product to a lower tier of devices would be soundly (and sensibly) ignored. It might make a mention somewhere, but nothing more.
For Apple, though, otherwise intelligent, analytical journalists treat a story that is neither exciting nor substantiated as though it were front page news.
Another example: last week Apple opened a shop in Covent Garden: bedlam ensued. It’s a nice shop, I’ll give them that. But it’s still a shop. I don’t see anyone clamouring to post a video tour of the new Carphone Warehouse outlet in Mitcham.
Apple has created some of the best designed gadgetry we’ve ever seen. It has earned its innovation stripes over and over again. It continues to surprise us with amazing new technologies. And it is still the company to beat for MP3 players, mobile phones and tablet computing. Its laptops and desktops are at the tops of their classes, too.
If Apple launches a new iPod Touch in September (likely) with dual cameras and a hi-res display (also likely), we’ll get excited. If we see a leaked device in the interim, we’ll get excited. But a throwaway comment on a blog with no evidence attached? Full product coverage of a AA battery charger? A review of a shop? Please…
The Beatles stopped touring because they couldn’t hear what they were playing on stage over the sound of screaming fans. The fans couldn’t hear either and didn’t care. They’d lost sight of the melodies and harmonies that made them like the Beatles in the first place.
Don’t let that happen again. Apple mania is wearing thin, and we’ll all be to blame if it makes the gadget equivalent of Yellow Submarine. Designed by Yoko Ono. And refuses to put it on iTunes. Oh, look, there we go again…