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Apple Announcement: “One More Thing”

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The tech industry was abuzz with anticipation on Tuesday. It was Apple’s big event – one shrouded in rumors for the past six months.

The masses expected new phones, with amazing new features. They were salivating over the prospect of a wearable tech watch. It certainly seemed Silicon Valley (and those participating by proxy – via a VERY clunky live stream) expected Apple to change the world.

After all, this was the first fruit from the new tree – the first new product line in the post Steve Jobs era. Hype was huge and the stakes were high for Tim Cook and team.

The event kicked off with the immediate announcement of a new iPhone. Two new iPhones, actually – the biggest in the device’s seven-year existence. The iPhone 6 features a screen measuring 4.7 inches diagonally, while the iPhone 6 Plus stretches to a display of 5.5 inches. And although touted to have better battery life, it is likely the iPhone 6 battery will be similar to the 5s version.

And it turns out the iPhone is the last in a long line of “i” products. Next up on the agenda was the announcement for long-awaited NFC capability. Apple Pay seeks to eliminate the need for consumers to bring cash or plastic cards to the checkout stand. And despite the recent iCloud security hullaballoo, this technology actually significantly increases security. Financial transactions will now take the form of single-use generated codes without the need for merchants to receive personal data, thus making things like the Target and Home Depot style breaches a thing of the past.

Then, harkening to the days of yore, Tim Cook paid homage to his predecessor. “We have one more thing.”

The Apple Watch.

New in the category of wearables is the iPhone’s sidekick. This is the first completely new product in four years, and certainly a risk given the still rather untested wearable market. Jon Fortt, of CNBC, even stated

The Newton being one of Apple’s most notorious failures – a tablet before its time.

The Apple Watch will be available in early 2015 in a small and large version (specs still TBD). The keynote highlighted features such as sending messages, music, and fitness tracking, but it will be very interesting to watch this category grow and track how users will move such wearable devices into the enterprise space.

When considered with the capabilities for communication in the soon to be released iOS 8 and OS X Yosemite, Apple's push toward enterprise from the consumer realm continues quietly, but steadily. This is evidenced by the announcement of a new mobile security tool, video and voice integration into messages and the ability to place and receive calls on your Mac from your nearby iPhone without actually having to touch your iPhone.

This is classic Apple.

They are not inventing anything new. They are looking at a segment of a market, realizing it is a poor experience, and then working to improve it. They have done this for years in the consumer realm. Now Apple is pushing this same methodology into the enterprise.

Armed with these same core beliefs, ShoreTel has long been a proponent of improving communication experiences in the enterprise. ShoreTel is the only UC offering to deliver a solution that truly optimizes how end users communicate for work – transforming the trend of BYOD (spurred largely by the influx of iPhones into the enterprise) into the broader concept of bringing your own experience.