Apple always seems to be causing a stir. They have been building a reputation as innovators ever since the iPod emerged, giving us music in a much more accessible and portable form.

The ease with which they eventually disposed of CDs is hard to fathom, but if you think that CDs did the same to EPs and vinyl, it doesn’t seem so surprising.

Technology is advancing at an exponential rate whether we like it or not. Apple is purely using that fact to further its own success and social media is just a platform for Apple to achieve their goals.

In order get a real reaction, one that no one expects, it’s vital to be original. No one can accuse Apple of not being original. They are almost always the first tech company to be proposing so-called radical changes. Changes that have the potential to alienate people and attract criticism.

But their business has developed to such a point that they’re no longer bothered about who they annoy. Their newest idea to have no headphone jack on the iPhone 7, meaning music can only be listened to using wireless headphones, clearly distances the availability of the product from people who can’t afford to be spending £159 on an accessory.

Courage to be different

The fact that they used the word ‘courage’ to describe the decision has also divided opinion. It would have been easy for them to do the same old launch with a slightly different phone, but instead they have purposefully drawn attention to the most innovative and controversial element.

If you’re not moving forwards, you’re moving backwards. That is what Apple wants people to think about their company. Previous launches have drawn criticism for a lack of innovation.

In this case, any press is good press. Just the fact that people see the company as taking steps forward in revolutionising technology before other companies is to their benefit – they are thinking in the long-term.

Wires are not going to be around for much longer. Just look at the development of the phone and Internet for examples. Wires get tangled. They look messy. A hamster could accidentally strangle itself on them.

They may have failed to realise that the change means the iPhone 7 can’t be charged and play music into your earbuds at the same time, but there will doubtless be a solution in the future.

For now, they are just happy because everyone knows there is a new iPhone, and everyone knows the major alteration they have made. It did take courage. Courage and planning. The reaction – good or bad – was precipitated by the desire to get people talking. To be seen to be doing something different.

And it worked.