A “new” i.e. “incompatible” feature on your brand new Macs: no more physical ESC key on the keyboard, to prevent your perfectly running software to do so. Adieu! VI!
A “new” i.e. “incompatible” power socket for your MacBook Pro, to force you to discharge your old charger.
A “new” i.e. “incompatible” file system on your Macs (APFS), to make your system interacting haphazardly with your files. 1
A “new” i.e. “incompatible” operating system (High Sierra) to not work properly with your currently running software (from Office, to Indesign and Illustrator.)
A “new” – guess what? yes, “incompatible” – HTML 5 API to allow DRMs enforced at user-agent level 2
There are now enough calves in the valley, and the time is right to move them to another barn, where they can stay calm and dumb, with nobody but the rancheros from Cupertino telling them what, how and when to do.
They finally got it.
First hand experience, after having upgraded the laptop ↩
Apple, together with Microsoft and IBM chairs the HTML W3C Working Group that is going to standardize this “feature”. ↩
The advertising strategy of the next technological gimmick is always based on what this gimmick can do and not what you can do with the gimmick.
This might sound counterintuitive, because if we look at the way the toys of the moment are presented to the prospect customers, the ads are focused on the opposite approach. Look at these landscape gorgeous pictures, incredible slow motion kids’ soccer match video or stunning portraits displayed everywhere on the web: isn’t all that an evidence that the communication is user-directed?