Latest victim in Apple’s “creative cemetery”

There has not been a year of waiting for iPhones to cool like 2019, and the reason not only because the iPhone 2020 will bring a lot of breakthrough improvements: according to CEO Tim Cook’s own words, 2020 will Apple have a “revolutionary product”.

Until July, many people still believed that it would be a product that brought Apple into a “new and old”: augmented reality. When lifting the screen of ARKit in 2017, Apple has made the iPad become one of the largest AR platforms in the world. For many years, Apple has continuously acquired many AR companies and related fields (AI, image recognition, sensors …), including 1 eyewear manufacturing company and 1 VR company.

And when Google Glass or Microsoft Hololens were successful, it was hoped that Apple would have its own answer, making virtual reality glasses a truly mass product. Apple has been hoping to make an AR revolution, in the same way that once revolutionized PC, music player, phone or tablet.

Unfortunately, contrary to hope is reality. Wanting to create AR glasses, Apple still faces problems that everyone will encounter: how to integrate a computer into a fashion accessory? How can Apple create a glass that is not so weird, but still has a digital experience worthy of the Bad Bite Apple?

If the supply chain information is correct, Apple could not provide a reasonable answer to all these issues. Apple has died of the AR glass project.

That is what will make many people disappointed, because if “trying to eat away”, if you accept the compromise, Apple will certainly still be able to bring Glass to the market. The potential to set foot in a whole new field (AR glass) is still there. But Apple does not do that: every product must be brought on the scale, not every “creative” is released.

That is the principle that goes through Apple history. The one who understands the best of the creative side is also the one who represents the creative spirit at Apple – Steve Jobs. In 1997, returning to the company, he died dozens of projects. The most prominent of these is Newton and Pippin:

Of course, these are Apple’s projects in the absence of Steve Jobs. But do not misunderstand: even when the computer market is still very young, when crazy ideas still have acting ground, the founder of the Apple still brings creative ideas to kill.

These include products that were decades ahead of time (and completely unrealistic):

More than two decades from the “revival” day, nine years after Jobs’s hands no longer existed, Apple continued … killing creativity. Apple Glass is an example, Apple Car is another example: Apple has spent billions of dollars on this project just to have a car forever not form. Certainly a “genuine Apple” car experience will have its own appeal, but Apple has also realized that “Apple Car” is not worthy to accept too many risks of supply or production.

Because a company well known for its revolutionaries will understand the reverse side of creativity very well. Attractive ideas are not enough, because what can anyone escape from reality? If reality presents a great risk of failure, the two words “creative” will not be enough to prevent Apple from seeing his own ideas sinking into the past.