“I’m actually as proud of the things we haven’t done as the things I have done,” Steve Jobs once famously stated. “Innovation is saying ‘no’ to 1,000 things. You have to pick carefully.”
The importance of the quote above remains a core element of Apple’s DNA and has lasted so even in the 8 years since Steve Careers paid the CEO position to Tim Make. Indeed, Apple actually made a spot of noting, through the intro video it ran at WWDC 2013, that its design process carries a “thousand no’s for every yes.”
What this design philosophy means, virtually speaking, is that Apple isn’t afraid to invest lots of time and engineering assets researching something or a service, and then abandon it entirely if it can’t meet up with the company’s high requirements for quality or utility.
Over the past couple of months alone, we’ve seen Apple abandon its AirPower charging pad and, if the rumors should be believed, its long-rumored Augmented Reality glasses.
Lately, Apple reportedly abandoned a concept for a radio technology that could have enabled iPhone users to talk to additional users in areas with poor or actually no mobile phone reception.
Originally taken to light by The Information, Apple was reportedly focusing on the technology with Intel.
Apple was working with Intel on the technology that would have let people send messages from their iPhones directly to other iPhones over long-distance radio waves that bypass cellular networks, said two people familiar with the project. The technology would have functioned something like a walkie talkie for text messages, giving people the ability to communicate in areas unserved by wireless carriers.
Interestingly, the report statements that the feature may still start to see the light of the trip to some point later on. Interestingly, one potential cause of the delay is usually that the functionality needed to be pushed backlight of Apple’s relatively recent settlement contract with Qualcomm that eventually noticed Intel sell its whole modem business to Apple.
The broader takeaway here’s that Apple, per usual, is not prepared to rush out features before they are fully baked.