I have a favorite burger place I like to go to and this last week a friend and I went to talk about technology, women that are mean to us and food. The waitress approached us and asked if we wanted a drink, which we did. She left us to our menus and went to go get them. To make a short story long, my friend placed his order, I ordered a cheeseburger and then she thanked us, took our menus and left. Thirty seconds later she returned and said I’m sorry, I forgot to ask you: “swissorfedder,” to which I replied “I’m sorry.” The waitress said it again “swissorfedder,” and again I squished my face a little bit and said “I’m sorry?” Now if she had come back and said, “hey about that cheeseburger, what kind of cheese did you want?” I would have happily chosen one, but she said it a third time without attachment to a subject, “I’m sorry, I forgot to ask you, swissorfedder?” Me being a big fan of things like this said, “are you referring to the cheese?” and then she purposefully slowed down the speed of her voice and said in almost adult condescendingly speaking down to an idiot tone, “yes sir, would you like Swiss or Fedder.” I then said, trying to to sound like I was not mocking her, because I had thought this lunch has started off really well. “I’m not a big fan of Swiss, but what’s “fedder?” And then she kind of got a little frustrated and said, “it’s an orange cheese like American, but it’s called fedder: F – E – D – D – E -R.” So I said, I’ll take the Fedder, but immediately after she left, I looked up on my iPhone if there in fact was a cheese called Fedder. I wasn’t about to say that there was no such cheese called fedder, but now I’m sure it’s safe to say that there is not.
Maybe this is a boat that’s already sailed, but for a company that currently has $145 Billion dollars in cash, which is a number that, by the way, is still growing, I think it’s safe to say Apple “has” a clue to what works and what doesn’t. After the WWDC (World Wide Developer’s Conference) I couldn’t believe my ears. This was a group comprised of mostly Apple Zealots that are all together to hear what the trusted new general, Tim Cook was going to unveil. The list was long and the list was exciting and comprehensive and I was very excited. How many companies re-develop the world every single year? How many companies like Apple give you new and incredible things to believe in? How many companies are there that have done anything close to what Apple has? Apple is amazing, Apple is truly the voice of the next two or three centuries to come and it saddens be that I had to read articles like these:
The Motley Fool’s Jeremy Bowman “Apple’s Out of Ideas”
The Street, CNBC, Herb Greenberg’s “Is Apple the Next Chrysler?”
The Market Intellligence Center – News & Insights that Make a Difference, by Michael Fowlkes “Apple’s latest announcements are nothing new”
The Daily Beast, Andrew Blum “Is Apple Out of Ideas?”
BGR, Zach Epstein wrote “Forbes: Don’t expect anything ‘new’ from Apple in 2013”
BetaNews, Joe Wilcox wrote “How Pathetic Apple has Become”
I Clarified wrote “This Year Apple Will Be Releasing… Nothing.”
PocketNow’s Adam Doud wrote “Is iOS 7 Apple’s admission that it has nothing new to bring to the table?”
Why is everybody picking on Apple?
October 5, 2011 was a very sad day for the computer community, especially Apple, Pixar, NextStep and his family, but very said for the neysayers.
Mr. Cook may take some time to learn to finesse a crowd like Steve did; but he’s never going to replace Steve, but that’s not his goal. His job as I see it is to run Apple profitably into the next century, and to like Steve, surround himself with those people that will insure that that happens. Steven Paul Jobs was a genius, but everything Apple did was not his idea? Steve Jobs was brilliant, I idolized him and still do. I’ve read all of the books, the articles and have heard all of the good, the bad and the ugly. But Apple will go on and go on strong. You know I don’t stop going to the Zoo because they don’t keep coming out with new animals every year. I love the zoo.
Jonathan Ive is Apple’s senior vice president of Design has has been with apple since 1996 and has been behind almost all of the innovations that have made Apple famous, and he’s still in his office trying to bring us the products we don’t know we need yet. Ives is responsible for leading a design team regarded as one of the world’s best. I’m not saying that Steve Jobs wasn’t the heart and soul of Apple because, we all know that he was, and his absence will be missed greatly by all, but is Apple out of Ideas? That’s the real joke.
We haven’t seen anything yet.
On a final note, I did not correct our waitress because I couldn’t think of a way to do it that would not come out mean. But for the record when she brought my burger out and placed it in front of me, I said “wow that looks great,” to which she responded “they do make the most beautifulest burgers here” and left, and my friend turned to me and said, “not just the beautifulest, but the most beautiffuliest.” I agreed and ate my fedder cheese burger.
By David Deutsch
Chief Creative of TheftyJack Studios, creators of Zombie I Scream for the iPhone/iPad www.zombieiscream.com
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