John D. Stoll, in a column for The Wall Street Journal, under the headline “Polaroid. Walkman. Palm Pilot. iPhone?” and sub-head “As demand for Apple’s signature product starts to wane, now is the time for CEO Tim Cook to find the next act”:

Apple, for the better part of the 2000s, was the master of the next big thing: the iPod, the MacBook Air, the iPad, the iPhone. Apple wasn’t always first, but its products were easier to use, thinner, cooler.

It’s a sleight of hand trick slipping “MacBook Air” into that list, to make Apple’s 2000s seem more innovative than its 2010s. The original MacBook Air was a landmark Mac, to be sure, but one of many since 1984.

With the success of the iPhone since it arrived on the scene, the next big thing has been harder to find. Apple has had no breakthrough on TV, a modest success with its watch, a stumble in music and a lot of speculation concerning its intentions for autonomous cars or creating original programming. Now, as in a comic-book movie, we’re all left to wonder whether Apple’s greatest strength could be its biggest weakness?

So the iPod was the next big thing but Apple Watch is “a modest success”? Stoll should follow Horace Dediu. If he did, he’d know that Apple Watch is now a decidedly bigger business than the iPod ever was. And the Apple Watch is still growing, and may not yet be close to its peak.

“A stumble in music”? Apple Music had 56 million subscribers in November, up from 50 million last summer, and has overtaken Spotify in the U.S., Canada, and Japan. $500 million a month in recurring revenue is a stumble I’d like to take.

I’ll close with advice from Steven Sinofsky, who ended a Twitter thread last week with this:

The idea that Apple is on some countdown clock to “next big thing” is completely the opposite of what to worry about. That is the mistake analysts are making. Just as with Adobe, nothing is bigger than Photoshop (or MS/Office) … yet, but so what? Focus on execution.

Bingo. There will be major new products from Apple, someday, when they’re ready. There is no rush for them. If you’re worried about Apple’s near-future success, the key is their execution on their existing products. The Mac, iPhone, iPad, and Watch are all businesses that any company would kill for. Apple has all of them, and none of them are going anywhere. Apple needs to keep them insanely great where they already are, and raise them to insanely great where they aren’t.

★ Friday, 11 January 2019