Apple (AAPL) Thinks Small

So this is what passes for game changing after Jobs? The Business Insider’s summary of Apple’s (AAPL) new iOS 7 operating system:

• Control Center: This menu appears when you swipe up from the bottom of your screen. It lets you control basic settings like WiFi, Bluetooth, and screen brightness. It even has a flashlight option.
• Multitasking: Now all apps can make use of full multitasking. iOS 7 is smart enough to manage the apps without draining your device’s battery. This means you can pick up where you left off in any app. There’s also a handy swiping gesture for closing out apps.
• Safari: The Web browser has a much cleaner look. It also has 3D tabbed browsing that makes switching between windows easier.
• AirDrop: Lets you swap files with other iPhones and iPads via WiFi.
• Camera: The camera app has a new look that makes it easier to switch between each different mode. There are also several Instagram-like filters built in.
• Photos: The new photos app can automatically build new albums for you based on when and where you snapped the photo. You can quickly share your photos via iCloud, Email, Facebook, or Twitter.
• Siri: Siri has a new design too. It can control basic functions on your phone like brightness. Apple also integrated Bing search results.
• Car integration: iOS 7 can sync with certain cars, giving you full control of your iPhone while on the road.
• App Store: Apps now update automatically. You can also search for apps based on what’s popular in your location.
• Music and iTunes Radio: The Music app has a new design and includes access to iTunes Radio, a streaming radio service similar to Pandora. iTunes Radio is free, but supported by ads.
• Security: A new security feature lets you wipe all the data from your phone remotely if it’s lost or stolen. It also prevents the phone from being reactivated again unless the thief has your Apple password.
• WiFi Calls: You can make phone calls over a WiFi connection. This will result in clearer calls that are less likely to drop.
• Devices: iOS 7 will work on iPhone 4 or later, iPad 2 or later, and some newer models of the iPod Touch.

It’s probably unfair to be overly critical of Apple’s current management. Sure this stuff is small ball but there’s no guarantee that Steve Jobs would have come up with anything significantly more earth moving. The iPhone was brilliant innovation not invention and there is just so far that you can proceed with an innovative idea.

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