‘Can’t innovate anymore, my ass’, said Phil Schiler after unveiling the new Mac Pro.

We all miss Steve Jobs’s keynote, but after today it seems like a little bit of him is going to live inside Apple forever. 'Can’t innovate anymore, my ass’ is exactly what Jobs would say if he is still around.

There were definitely a lot of pressure from the media before today’s presentation. Everyone is expecting Apple to reveal iWatch, Apple TV set, and what ever else in their imagination. It’s not that Apple is not innovating, it’s just that it takes time.

People seem to forget that it takes them more than 6 years to make the iPhone and at least 3 years to make the iPad. Their goal is never to make as many products as possible. Their goal is to make the best product. I’m pretty sure there were various iPhone and iPad sizes in their labs that has been sitting long before we saw 7" tablets and 5" phones, but they are not the type who would just release everything in their lab and see what sticks.

'If you are busy making everything, how can you perfect anything?’. That is written on Apple’s new Designed by Apple page. That perfectly sums up what they think about their products.

So the next time you see sensational headlines saying Apple is not innovating, think about it again. Who pushed the design of touch screen phones? Who pushed the tablet design? Who rethink the way we use computer?

It takes time to produce great product, and Apple is a company who is willing to take as much time as they need.