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Is this the peak of IT hardware industry?

Some quick thoughts on Apple’s marketing messaging and possible telling signs about IT hardware industry. Videos included.

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This is the new iPad ad. Tim Cook wrote that it’s “the thinnest product we’ve ever created, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create.”

Putting aside that M1, M2 and M3 are exquisite CPUs (my M1 Macbook battery lasts for days) and that you’ll never notice the difference with M4; boosting the iPad as “the thinnest” is quite a strange promo tactic.

And btw, did you catch a year ago that folks couldn’t tell a difference between iPhone 13, 14 or 15 🤷‍♀️ so Apple needed to #GreenWash themselves with a (misleading) “mother nature” ad?

Is this a telling sign that IT hardware industry is past its peak??

Krešimir Končić
Krešimir Končić Owner at Neuralab

Ex QBASIC developer that ventured into a web world in 2007. Leading a team of like-minded Open Source aficionados that love design, code and a pinch of BBQ. Currently writing a book that explains why ‘coding is the easier part’ of our field.

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