APPLE : Do not expect second 2007!

If Apple presents the iPhone 6 now, many will be disappointed. Like each year after 2007. A video from at that time helps to calibrate own expectations.

An iPhone of the first generation (archives picture of 2007) | © REUTERS/Kimberly White

On 9 September Apple will present in all probability the iPhone 6. For Apple it will be the greatest, most amazing, most fantastic smartphones of the world, for many Apple fans also. Many journalists, analysts and it technology-inspired however will be disappointed because the iPhone 6 is in the long run only smartphones and simply only more largely, more efficiently and a little more of everything than the iPhone 5. this reaction is become as foreseeable as the prognosis that Apple will earn billions also with the new iPhone. Which on that day will become visible, are the different time levels, in which the professional world, which customers, in addition, Apple themselves live at the same time.

It is straight once seven one half year ago, there presented the Steve Jobs's first iPhone. The video recording of the presentation is an almost historical document. It shows a man, who bursts before pride and luck nearly, because he knows exactly that it is in the process straight, to change the world.

It makes large joke to view itself the appearance of jobs. It reminds of how different the world still was in the year 2007. “Today we place three revolutionary products forwards”, say the Apple CEO at that time at the beginning. “First is an iPod with large screen and touch control. Second is a revolutionary mobile phone. Third is an innovative Internet communications equipment.” It repetitive that several times, behind it merge the three symbols for the three devices into only one symbol with three sides. “Do you understand?” jobs call. “Those are not three individual devices. It is equipment! And we call it iPhone.” One believes nearly to be able to watch the audience during the process of knowing which it goes through in this moment: This equipment will change everything. The iPhone was by far not the first smartphones. But gesture control by multi-touch, first genuine Internet browser for mobile phones, integration of Google Maps and one year later the opening the App Stores made the concept so popular that it rolled the communication culture over. The Internet became mobilely, pervasive. Politics, society, economy, media – they all are busy until today heavily to adjust itself to it. The iPhone is the symbol for this development. In the past years smartphones were developed further, got new abilities, became more efficient and replaced gradually whole device classes. This moment however: “Do you understand? It is equipment!” it did not show.

Apple tried until today to live from this moment to lives it in certain way still in the year 2007. The enterprise produces each further iPhone conception like first. No miracle that some spectators are disappointed afterwards. There it does not help also to expand self-adulation in the ridiculous: Steve Jobs used 2007 eight time the word great, in order to advertize the iPhone, and six times the word incredible. Its successor Tim Cook and its 5C needed employees last year more than 40 greats and well and gladly 20 incredibles with the conception of iPhone 5S and. In addition, still so many incredibles make from an iPhone 5S no revolutionary thing. On the other side humans experience at present a development of communication, computer, Internet and sensor engineering, which go too rapidly, in order to be able to grasp them still into entirety. That they lived still before eight years in a world, in which they could only go sitting in the Internet, blur. That must be nevertheless longer ago! Thus they count at any time on second 2007, although or straight because first this very day has a lasting effect. The revolution from at that time is not still for a long time final. The next comes certainly, but it does not become probably iPhone X is called. Look at yourselves the video of the first iPhone presentation. Then you will understand: We live in fascinating times. But 2014 can become only 2007 S.