Here's the headline Monday from Apple:
It rolled out the updated version of its mobile operating system iOS 7 at the company's annual developer event, and it introduced a music service.
Here's the real story: Will that be enough to buy time for the now-beleaguered management team to unveil long-awaited new NEW products to supplement the runaway if slightly curdled iPhone, iPad and i-anything models that catapulted Apple to tech-industry supremacy and a special niche in the global popular culture, something no other business organization has ever accomplished with so much flair and originality.
Apple seems to be determined to hang on until it feels the time is just right for the company to drop a real bombshell on anxious consumers -- whether it will take the form of an iCar or something to do with iMedicine or iDesignerWear.
Right now, the "i" could be shorthand for everyone muttering, i don't know what's up at Apple.
As Wall Street and Apple mavens know by heart, the shares of stock have plummeted from $700 to the current range of $438. http://www.dailyfinance.com/on/apple-developers-conference-itunes-radio/
The key question will be: Can Apple and its CEO Tim Cook somehow regain a sense of "wow." This is not some Eastern, esoteric concept. Simply, can Apple make people like me -- non-techies, who love the design, convenience and efficiency of Apple products (and I've got many of 'em) -- to fall back in love with Apple's innovativeness.
Samsung and other rivals delight nowadays in making Apple look like its product line possesses all of the wonder and utility of the 8-track player.
Apple just seems dated, and image is everything in tech marketing.
The array of smartphones out there tend to have many of the same key functions. So, the crucial,make-or-break point is whether a manufacturer can persuade people that their offering has that elusive wow! factor.
If Apple can't do it, the stock will keep falling and loyalists will turn their backs.
Get the latest headlines from Jon Friedmans Media Matrix delivered to your inbox every day.