With Apple’s practice of playing coy over what’s coming next, executives are limited to employing an ever-changing collection of superlatives to not describe the product roadmap.
Apple Has Best Product Lineup in 25 Years, Says Content Chief (Video)
The comments set a new bar in the company’s use of ever increasing superlatives to avoid actually talking about what’s next.
Asa Mathat
Apple SVP Eddy Cue, who leads the company’s media efforts, took that practice to a new level on Wednesday, insisting Apple’s current products roadmap was the best he has ever seen since joining.
“We’ve got the best product pipeline that I’ve seen in my 25 years at Apple,” Cue told Kara Swisher and Walt Mossberg at the inaugural Code Conference.
CEO Tim Cook is no stranger to the practice and has used all manner of enthusiasm to betray as few details as possible about the new categories Apple planned to enter this year.
That said, Apple has introduced very little in the way of hardware so far this year. Among the changes were modest tweaks such as a speed bump-up and price drop for the MacBook Air.
Here’s our look at why those new categories can’t come soon enough.
Apple has an opportunity to elaborate at next week’s developers conference in San Francisco. However, that is typically a software-centered event, and indications are that will be especially true this year.
This article originally appeared on Recode.net.
