Manjoo On Haunted Empire

Ms. Kane’s primary objection to Apple under Mr. Cook is that it hasn’t given us the proverbial “next big thing.” Since 2010, when it unveiled the iPad, Apple has only made incremental improvements to its devices, while competitors like Google have gone public with their plans for robots and self-driving cars and computerized eyeglasses. (Though they haven’t begun selling these doodads.)

This is a tired criticism, one that fundamentally misunderstands how Apple works. Apple has always created its next big things in secret. Unlike Google and Microsoft, it rarely publicizes its innovations before they’re ready.