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Apple – the extraordinary powers of minimalism, says Frost & Sullivan

London – 29 January 2010

Saverio Romeo, Industry Analyst from Frost & Sullivan ICT practice, comments on iPad launched by Apple:

“Steve Jobs is a minimalist artist, but with extraordinary powers! At every new announcement, we see him moving in this set, all black with a big screen and a small black chair. He looks like a little dot with his black jumper. He wears his blue jeans and his trainers and he looks like a creative inventor who is comfortable only with his own ideas and is not really keen to face an audience who impatiently wait for a new marvellous object. Steve Jobs’ performance is a black and minimalist show where the only light, shiny light, is the new Apple object.

And from these performance that Steve Jobs continues to be the star of the technology world today. People do not sleep at night in order to see the presentation of the new object. Newspapers all over the world write a plethora of articles trying to guess what will be the next Steve Jobs’s surprise. Steve Jobs is able to communicate innovation and technology in an attractive and unique way. And also this is behind Apple’s success!

The latest press release on the Apple’s results was impressive. The surprise was not mainly in the numbers, but in the actual scenario in which these numbers were made. 2009 was a difficult year for all the technology industry. Apple did not feel it! It looked like seeing a cyclist climbing during “Il Giro d’Italia” and all the others trying breathlessly to catch up. And Steve Jobs continues his climbing launching the iPAD and demonstrating what continuous innovation means in the industry, innovation in technological, marketing, and brand terms. Apple’s impact on all the world of mobility is then significant. It looks like that Apple decides the directions. Apple creates objects that drive the creation of ecosystems of service and applications providers. And all this seems to work very well. The others have few choices in front them and one is to play on the same pitch.

The debate on what Apple is and is not, on the long term sustainability of certain business models, and on the perception of the Apple world as a close, almost cryptic, and minimalist environment, as the Chief’s shows, can passionately continue, but Apple of this last year remains an extraordinary story and Steve Jobs is one of the greatest protagonists of today technology world.”

Saverio Romeo is an Industry Analyst for Frost & Sullivan Information & Communication Technologies group. He focuses on monitoring and analyzing emerging trends, technologies and market behavior in the mobile and wireless communications in Western and Eastern Europe.

Joanna Lewandowska
Corporate Communications – Europe
P: +48 22 390 41 46

Publisher Contact Information:

Frost & Sullivan
+48 22 390 41 46

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