Unlike its competitors, Apple no longer has to work at earning such a reputation. It owns it. Now it must maintain it. There's no need for an iPhone, iPad or MacBook revolution. That's a sure fire approach to scare away almost automatic iPhone upgrades and consumers about to immerse themselves in the ecosystem with their second or third Apple product purchase. If it ain't broke, don't fix it, just improve it not-so-modestly with pesky little things like a twice-as-fast processor.
Along similar lines, if Apple engages in a price war -- the heart of Google's strategy -- it sends red flags to diehards and newcomers. Will I still be getting the great Apple experience I know or have heard so much about? Tim Cook would literally crush his company's soul if he made any move that dilutes the product, the brand and, most importantly, the broad experience of buying and using Apple products.
It's bad enough that he lets big boxes such as Walmart (WMT) and Best Buy (BBY) not only hawk Apple products, but put them on sale. Take it much further than that and Apple really does become just like every other company.
Qualitative, theoretical, and, if I went deeper, philosophical arguments pepper my view of Apple. I know that's difficult for many tech geeks and number crunchers to wrap their heads around, but it's crucial to understanding the Apple story.
And it's vital to not making the mistakes Wahlman made in his article ...
If these two new iPhone 5 models are all that Apple has, Google will then crush Apple in the coming months.
Apple doesn't operate at any pace other than the one it sets for itself. In that regard, it would need to know Google exists to laugh at it.
Yes, Apple absolutely does need a new and exciting spectacle. But it doesn't need it for any of the reasons Wahlman lists.
--Written by Rocco Pendola in Santa Monica, Calif.