It is truly surprising that no one seems to realize how innovation can become dangerous for customers.
The point is that innovation has always been something that serves to improve the quality of human life. That is
the goal of real Innovation is the human being.
<see Introduction to the Disruptive Innovation: the concept of Innovation [1]>
The problem is that today
● WE SEE INNOVATION AS THE IMPROVEMENT IN ITSELF OF THE “POWER” OF TECHNOLOGY (something of an end in itself).
<see .The role of technologies in innovation (the key is not technology) >
The purpose of this vision proposed by modern marketing is to induce people to make an impulse purchase, based on the emotion of having in my pocket “last discovery of modern science”
<see .Business problems: the difference between original and current marketing >
We are in the “free market”, so there is nothing to say: if the products are sold with this strategy, nothing wrong.
(actually, we want to analyze in depth the issue, the problem for the Incumbents emerges is that with the current very reduced spending of the Customer products like the iPhone are destined to disappear).
.
The problem is in the search for the best technological performance that is independent of the qualities really useful for the user (which actually improve the quality of life of the User) today
● OFTEN IS DEVELOPED AN “INNOVATION” THAT CONTRADDIES ANY PRINCIPLE OF INNOVATION.
In fact, paradoxically,
technologies such as Active noise cancellation become truly dangerous for those who use them.
The naivety of those who produce those products (and those who buy them) prevents them from seeing how by suppressing environmental noises the danger signals coming from the environment surrounding the User are eliminated.
Think of the large number of young people who go through the streets distracted by the music of their iPods, and barely manage to hear traffic noises.
There is no mention here of an ethical issue, but how
MANY PARENTS CAN BRING APPLE TO THE TRIBUNAL TODAY
to be compensated for injuries (or worse)
caused to the child who
WAS PUT IN A POSITION TO NOT HEAR A CAR ARRIVING.
At the very least, Apple should have the Purchaser sign a waiver that takes away this type of liability (but of course to provide such a warning, few people would buy an AirPod whit noise cancellation).
