What to Expect from Apple in 2020

I’m not just a tech pundit, I’m an avid tech customer. Each year, I buy new gadgets from companies like Microsoft, Amazon, Google, Facebook, and Apple, which means I have a vested interest in their plans for the new year. However, few companies take up as much of my psychic space as Apple.

Like it or not, the tech company is not just a manufacturer of gleaming gadget goods. That it holds such a unique place in American Cultural zeitgeist is mostly thanks to its co-founder, the late Steve Jobs, who imbued product creation with something more than just development, design, and production, and sprinkled a sort of hyperbolic fairy dust over the whole thing so that, somehow, we never saw Apple products in quite the same way as we did, say, a laptop from Dell or a phone from Samsung.

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Some of that magic surely died with Jobs in 2011, but I think Apple CEO Tim Cook has done a yeoman’s job of keeping that “fairy dust” flame alive, even if he hasn’t introduced as many fresh, awe-inspiring product categories to the Apple canon.

That all might change in 2020, though.

The New New
There will be many changes—some significant—to existing Apple product categories in the launch of the new decade, but this could also be the season of Apple “Wow,” where Apple reclaims its originator rights to the phrase, “One more thing.”

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You find signals of Apple’s intentions in the most unusual places.

It might surprise you to know that Apple has almost 7,000 job openings worldwide. They cover a wide range of skills and responsibilities and could be, when looked at a certain way, as a sign of future product activity.

I’ve never believed Apple wants to build a car. It’s a frustrating business with uncooperative third-party partners and a sales and distribution channel that actively fights against new consumer shopping paradigms. It has terrible upgrade cycles (think years if not a full decade) and selling at scale is incredibly difficult. These are all the hard lessons Elon Musk learned in his decade-plus climb to the top of the electric vehicle heap.