Apple After Jobs: Pretty Much the Same as Ever

08 Apr 2014 • mobile.nytimes.com

This is a tired criticism, one that fundamentally misunderstands how Apple works. Apple has always created its next big things in secret. Unlike Google and Microsoft, it rarely publicizes its innovations before they’re ready.

The fact that we don’t know what Apple will do next could be evidence that it has run out of ideas. But you could have said the same thing late in 2001, just before it launched the iPod, or in 2007 just before it launched the iPhone, or in 2010 just before it launched the iPad.

Indeed, lack of evidence of the next big thing may just be proof of it's existence - and it must be really truly amazing if it's such a well kept secret.