iPad 2 – What’s the point in speculating?

The one question I get asked most regularly by friends and colleagues is what’s going to be in the next iPad, iPhone or apple product. It’s the burden of being such a known (and proud) mac-head in my community. I have those who’re just curious and genuinely seeking advice on whether they should purchase now or wait, to those who’re adament that they know the exact specs and features because they read an article in the Evening Standard that picks up and states as fact one sole blog’s own speculation. The latter are the worst to deal with because they simply cannot accept my response to them, being;

“Apple haven’t released any information at all yet, so how do I, you or the Evening Standard know for certain? Ignore the speculation else you’ll be disappointed. Disappointed that what I’m sure will be a well designed, thought out and stunning piece of technology, doesn’t have the SD card slot that you think Engadget promised you it would definitely, without fail, have.”

And that’s the thing I love and hate the most about Apple. The fact that their press office don’t have to do much past quashing the very occasional damaging story that’s printed, deny the occasional two worded (and faked) SteveMail and ignore every single press request sent to them. They generate buzz by saying nothing, it’s almost too simple to be true and something that certainly wouldn’t work for any other company. Such is the demand for knowledge of where they’re heading that all kinds of reports, photos, videos of parts supposedly leaked from the manufacturing plant end up on little known blogs and are then amalgamated and disseminated on every credible apple blog in the World.

About a tenth (at most) of these reports then become fact when the products and shifts in business strategy actually are announced. All the incorrect information speculated on is quickly forgotten and every blog quickly focuses on the now factually correct reports and proclaims “WE GUESSED CORRECTLY!! AREN’T WE BRILLIANT??! WE ARE YOUR TRUSTED SOURCE”. Of course, this all happens because it allows blogs to earn by association with a popular named brand. But it annoys me immensely. Why? Because the level of self-generating hype is getting out of hand and that in turn damages the mainstream view of the products that Apple produce when the actual spec and feature list of the announced device is nothing like that which a user has formed in their head from the speculation as fact reports that end up in mainstream publications.

I’m not saying that everything that Apple has done in the past is perfect, I’m first to admit to anyone who asks which products or features are stinkers – do you know anyone who uses the voice control on their iPhone? – but I think the hystrerical nature of Apple speculation has got to calm down. I refuse to click on and read blogs that have photos of cases, screen protectors, leaked bits and pieces that end up garnering attention. I take notice of reported patent applications, job listings and what Mossberg, Woz, might let slip or imply, but still that tells nothing until Steve stands on that stage and says “We’ve got some really cool things to show you today.” Just think of the time you lose reading some of this gossip. Put that accumulated time to better use; enjoy a movie, indulge in your hobby or better still, sit back and enjoy the iPad that you already own.

My new mantra. Why speculate? Just wait.