The predictions of Apple’s demise have, it seems, been all too premature.

At TomorrowToday, we’re big Apple fans. Personally, I am certified Apple cult member, with a completely Apple-infested house (with everything from iPads and iPods to Apple TV and Airports). I don’t claim to be objective on this issue.

We also steer clear of short-term market trend forecasting, precisely because it is so difficult. And unless you’re the marketing and sales director of a company in that industry, it’s not really that important. Keeping “score” by trying to predict how many Apple handsets will be sold on the third Saturday after the next full moon doesn’t make much sense to me anyway. The health of companies must surely be more related to longer term trends than short term triggers?

Yesterday, however, an article on caught my eye. A year or so ago, technology analysts were falling over themselves to predict the demise of Apple. Linked, of course, to the death of Steve Jobs, they made all sorts of predictions about how Apple would lose market share, not be innovative and generally lose their way. As a vocal supporter of Apple, I disputed each of these points. There appears to be a culture at Apple that I was hoping would outlast a single person.

Some things have not been brilliant at Apple in the last year. The biggest issue for us at TomorrowToday is that the latest version of Keynote (in Mavericks OS) is a massive leap backwards for professional presenters. Key things that we need have just been taken away – the most significant is the ability to customise the presenter view screen on your laptop. Inexplicable, frustrating, and Apple are doing nothing to restore this functionality or respond to user demands. I am sure they will in time. The logic, by the way, is that they are moving all of their software to focus more on iPad functionality – but that’s a dumbing down power users can’t abide. They apparently did the same a few years ago with Final Cut Pro, and eventually rolled back all their changes after power users demanded it.

But this is a minor issue (for the company; a major one for me – I have stuck with the old version of Keynote).

As we review 2013 and the performance of the main technology companies, it appears that it is not Apple who were in danger of slipping sales, slowing innovation and sliding standards. As the article I saw says: “Google, Samsung and Microsoft were the companies in 2013 with sales problems and a lack of innovation, while Apple continued to remain the most profitable and successful in executing its strategies and the company everyone else in the industry looked to for ideas and leadership.”

Read it in full here if you’re interested. There’s important information about the fight between NFC and BLE (Apple’s choice is BLE and it’s winning); on the sizing of phones (seriously, is it the 80s all over again with the size of some Android screens being sold as phones these days?); and Google versus other search entry points.

We are not too concerned about the exact features of the 2014 smartphones or whether Apple or Samsung end this coming with a higher market cap. But we are very interested in where the innovations of the technology world are heading. Enjoy the article and the in depth analysis of who is doing what, and where it’s likely to go.

TomorrowToday Global