Is Apple All Hype?

09/22/2014 12:01 am EST


Jim Jubak

Founder and Editor,

Some think of this tech powerhouse as a hype machine but MoneyShow's Jim Jubak thinks their strategy reflects something else.

I know it's fashionable in some circles to talk of the Apple (AAPL) kind of hype machine, they parcel out rumors, they do big presentations for new products, but one of the things that's really interesting is that Apple is also, in some ways, a very, very conservative technology company and the place that you can see that right now is in Near Field Communications. This is the chip that is being added to the Apple 6, and the iPhone 6 plus, and the iPhone 6 that enables these devices to basically communicate with just proximity so that they are indeed the chips that make the Apple payment system possible.

What's really interesting is that Apple is not rushing into all the other things that Near Field Communications can make possible. They're not really rushing to integrate the iPhone 6 with the Internet of Things using Near Field Communication, in fact, they're being very, very conservative about the permissions they're granting to application developers to try to use this technology. It's almost like they have said, “Okay, we've got one (they hope) killer application of this technology, that's the payment system so that you can walk into a Starbucks and wave your phone and have the charge go through.” If you can find this on the Internet, there's an absolute hilarious example of how McDonald's thinks this is going to work at their take-out windows which shows the person at the take-out window with a sort of telescoping pole that presents the terminal to the guy in the car. It's like okay, here, here, wave your device there, and whether this actually makes ordering easier or harder remains to be seen.

One thing Apple seems to be doing is saying, “Let's get this one really right, let's try to make sure this works before we move to the Internet of Things, before we sort of let the animals loose on all the possibilities that this brings to the technology world,” so Apple, the hype company, Apple, the conservative technology company, both inhabiting the same body at the moment, and the question really is how soon Apple decides that it is ready to move Near Field Communications to a larger universe than simply the Apple Pay.

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