Business Redefined

Did Apple reinvent the cell phone? Or are we looking at another case of Jobs’ reality distortion field convincing us that they’ve developed something revolutionary when it’s actually, well, not so revolutionary?

The predictions and hype can finally take a back seat to reality: Apple has finally released the coveted iPhone. Dubbed by Jobs as a “revolutionary product that changes everything“, the iPhone combines “a revolutionary mobile phone, a widescreen iPod with touch controls, and a breakthrough Internet communications device”. He went on to compare his newest invention to the original Mac, the iMac, and the iPod – three products which have rightfully earned their “changed everything” status. But how can the iPhone be revolutionary if today’s products can already do almost everything it can do and more?

Because Steve Jobs says so. And when Steve talks, people not only listen, they believe.

Let’s get some things out of the way. I have used a Mac since the beginning. I drink the apple-flavored Kool-Aid every time I watch one of Steve’s keynotes. But this time, for whatever reason, I saw through the sexiness of the iPhone for what it really is: A really vanilla feature set wrapped in classic Apple “blow your mind away” packaging.

Let’s be honest Steve: We have had devices that sync with our computers for awhile now, so why is it revolutionary that I can get my address book and calendar on the iPhone? It’s not. Nor is it terribly exciting that I can use the iPhone for SMS, to display photos, or check a stock price. It’s stuff we have been able to do for seemingly forever, just not in a device with a big shiny apple on the back of it.

Then our man in his designer jeans and long-sleeved black shirt mentions something about voicemail. With the iPhone, users will be able to selectively listen to voicemail in whatever order they want, just like email. Finally, Cupertino has an answer for those of us who want to jump to an important message, regardless of when it was left. They saw a business problem, analyzed it, tinkered with different small enhancements, and came out with something revolutionary.

Or did they? Turns out that Visual Voicemail isn’t Apple’s innovation after all. So what exactly does Apple bring to the table with the iPhone besides a really slick user interface and form factor? Not much. It’s all copied, from things we’ve seen before. Maybe the iPhone isn’t five years ahead – it’s actually five years behind.

In the months leading up to this week’s iPhone debut, enthusiasts speculated about what the iPhone would look like, what features it would have, how much memory it would have, which carriers would support it, and how much it would cost. Yet no one looked outside the box. No one looked at the problems we have with mobile phones, and how Apple may apply their experience and expertise to solving our problems. Sure, the iPhone may be easier to use than their counterparts – and by all means, this is hugely important. But this is just the tip of the iceberg of what we need and even expect, especially if we’re shelling out $500 for it.

Bringing It Home

If you find yourself working on many projects that just maintain parity between you and the competition, it’s time to cut and run. Your employer has gone from being a hunter to being one of the hunted. And in a time when technology accelerates everything, including a company’s rise and demise, it won’t be long before you’re acquired or shut down.

There’s one thing that can save you. You can innovate your way out of it.

No one doubts that Apple is an innovator. They have constantly demonstrated their ability to Think Different, from their original launch of the Mac to the iMac and iPod. They’ve pulled off one of the greatest comebacks in business history, going from near death to becoming a serious contender in digital music and personal computing.

The iPhone pushed Apple’s stock to an all-time high, but not because the device has Google Maps or Cover Flow. Instead, it’s because Apple has entered a market dying for innovation. With the exception of a handful of companies, everyone is just copying off everyone else. No one is redefining mobile communication. No one is looking at the business problems and developing creative ways towards solving them. Maybe Apple is what the market needs. I just hope that they focus as much energy on making the process better as they do on making it look better.

Make no mistake: The iPhone is a platform for innovation, not a finished product. Just as we wouldn’t judge a mansion on its foundation, let’s not judge Apple’s mobile phone strategy on the iPhone. And for the folks who contributed towards the hype behind the iPhone: When you’re predicting the future of iPhone 2, think about the business problem at hand and how to solve it. Then let Apple do the rest.

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