Tag Archives: teleportation

What Apple is really working on

I sat down to wonder what Apple is working on.

I came to the conclusion that it’s not a watch or a TV.

It’s a version of telepresence so good it will be a little like teleportation, so good, that is to say, we will actually want to use it.

How do I know?  Well, of course, I don’t. My method was a kind of telepresence ethnography.  I used empathy to take up residence in the Apple culture and I saw, or think I saw, two things:

1. that Apple wants to do great things.  Reinventing the watch and the TV are too small.

2. that Apple wants to prove it can do great things without its guru, Steve Jobs.

What, I wondered, is big enough to be big enough for Apple?  Telepresence feels right.  To create this would be to transform the home, the work place, education, and perhaps also the city.  Apple does it again.

Anyhow, that’s the argument.

You can find the post at the Harvard Business Review Blog by clicking here.

If you have comments, I’d be grateful if you would please leave them at the HBR Blog. Thanks!

Credits: Thank you to BioShock for the image.