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steve jobs

Malick Ba

Innovation, Apple, and the iPhone 7

September 13, 2016

With the iPhone 7 set to debut in-market in a few days, I thought it would be appropriate to not only talk about the release of the phone but more importantly how its been talked about. I’ve seen the specs, I’ve seen the cameras, and I’ve seen the lack of a headphone jack (which doesn’t really bother me to be quite honest). Even with these new upgrades and gadgets the new phone comes with, I feel like its lacking the one true component that Apple has basically been founded on: Innovation.


Now I know that there is no replacement for Steve Jobs. He combined his passion for technology with an innovative mind which led Apple to become one of the most successful global brands of all time. When he unfortunately passed away, Apple picked Tim Cook to be their front man-their new Steve Jobs. I know it is an unfair expectation for anyone to fill those shoes, but since Jobs’ passing Apple’s lack of innovation hasn’t really been surprising. But it hasn’t been terrible.


The iPhone 5 was the first Apple phone to come out in the Tim Cook era, and it definitely didn’t disappoint. With new features added and a sleek design, it was notable that this version wasn’t a failure. Ultimately, it was a good start. Disappointment arose with the release of the iPhone 6. Yes it’s an unreal phone with a bigger screen and a better camera, but what was it more than that? The 6+ was basically just a bigger version of that if I’m not mistaken. What can we expect from the iPhone 7? More of the same kind of upgrades.

I read an article today titled iPhone 7 Analysis: Apple’s Cocky Vision of the Future that made me think a little bit. Cocky? Apple is supposed to be known for being innovative, futuristic, inclusive, and friendly. Was the word “cocky” ever used to describe Apple products in the Jobs era? Maybe that’s unfair of me to ask. Regardless, the article breaks down the iPhone 7’s features with headings like “The Same Design On The Outside”, and “Where’s The Home Key”, which aren’t necessarily showing any sort of positives in this situation.


I don’t want to subject Cook’s ability to be a good CEO, and I also don’t want to subject his success to the release of iPhones and iPhones only. But there’s a statement to be made here. Steve Job was Apple. The way he envisioned the company and brought ideas to life was fantastic. I think with the release of the iPhone 7 and the comments made thus far about it don’t necessarily indicate the same ideologies that would have been communicated in the Jobs era. However, I think we (and by we I mean I) need to realize that Apple is in a new era. One for the better? Time will have to tell, but I think Tim Cook will have his own legacy to carve.

Malick Ba is an advertising and marketing specialist currently living in Toronto, Canada. His academic background includes a Bachelor’s of Arts in Communications with a minor in Sociology from the University of Ottawa. Currently, Malick works at an advertising agency and is looking forward to how he can leave his mark upon the advertising and marketing world. Follow him on Instagram, and connect with him on LinkedIn.