On the eve of the Blackberry Z10’s launch in the US, CEO of the Canadian company has caused a media storm over his comments on Apple. Good timing, Mr Heins – we like your style.
He told the Associated Press that a lack of innovation has left the iPhone out-dated. He suggested that although five years ago the iPhone was ground-breaking, today he labelled it “passé”, describing it as “just kind of sitting there”. And he’s not the first to mention this, either, as more and more comments on the issue have been circulating. In fact, only yesterday we wrote a blog on the matter. Apple had better innovate sharpish if they want to protect their reputation.
The main feature Heins criticised was the iPhone’s user interface. Unlike the new Blackberry Z10 which allows you to run multiple applications like a desktop, users of the iPhone 5 have to go in and out of apps.
"It is a sequential way to work and that's not what people want today anymore. They want multitasking. We're changing it for the better” he said.
"This industry moves so fast, that if you forget to be on your tippy toes every minute, you are at risk," he went on to say, but hastened to add that Apple "did a fantastic job with the user interface, they are a design icon," he says. "There is a reason why they were so successful, and we actually have to admit this and respect that."
"Heins has seen first-hand what happens when a company stops innovating, but his proclamations about Apple are a little bit premature It is just at a slower point in the innovation cycle,” said Roger Entner, principal analyst at Recon Analytics: "[But] what else is he supposed to say? Apple is a very big target, and this isn't actually criticism - it is a matter of fact. It also shows that if you want your story printed and reprinted and picked up in the media, then you should attack Apple.”
But of course he wasn’t just bad-mouthing Apple, he was also seriously plugging his new Z10 and Q10 handsets which have received a luke-warm reception in Europe where they have already been released. But will they go down well in America? The technology world is waiting with baited breath too see if these make or break handsets can save the sinking ship.
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