I have gotten used to ignoring those companies and their announcements, which so far have been limited to delivering inferior software running on forked versions of fragmented operating systems, more or less determined by Google's efforts. But when looking at emerging categories where Apple has been extremely successful, such as the Apple Watch and AirPods, it can become concerning to see how some companies are launching almost-indistinguishable clones, which unwary consumers will find side by side on e-commerce platforms, online retailers, and even physical stores. Usually we can quickly detect the stink just by looking at the prices, frequently $24.99 instead of $249.99 for the legitimate product.

But more recently, I have also noticed the very concerning strategy by some of those companies of establishing physical stores that more or less emulate Apple Stores, and are now selling their $24.99 hardly functioning products for $224.99, and even being praised for their "successful premium strategy" in market reports and opinion pieces propagated by "click-bait," "affiliated marketing" websites. One can detect such dubious sources of "information" because the same "content" and "reviews" are used in e-commerce websites and social media platforms to promote sales of those very same products. And every day, audioXpress is bombarded by "agencies," "analysts," and writers asking us to publish their "content" or place links to their own sources of disinformation.

And before anyone thinks of labeling me as an "Apple fan," I upfront also share that I don't believe that Apple investing in producing movies and its own content for Apple TV+ is a good (or necessary) move. I think Apple Music is by far the worst user interface of all the major music streaming platforms; and I don't think that their App Store strategy will be sustainable for a long time... unfortunately.

As a publication that is focused on innovation, technology, and product development, audioXpress will continue to ignore those illegitimate companies and their requests - as much as we are able to filter out the barrage of pitches we constantly receive in our inbox. At the same time, we will continue to monitor key developments in hardware and software because it seems clear that, sooner or later, some of these companies will eventually use the considerable profits they have been accumulating by persistently copying Apple to start effectively developing their own designs, with their own unique software. And who knows, eventually even their own operating systems. The current transition happening in computing platform architectures will enable that transition.

For the audio industry, this is a perspective that needs to be maintained as companies develop their own differentiated designs, never forgetting that, even at a lower level, it pays to invest in software as much as hardware, and it makes sense to reinforce product and service ecosystems. As the true wireless products category has been demonstrating, particularly now that we are quickly transitioning to edge-AI systems supporting very advanced features on-device, it pays abundantly to invest in unique capabilities and core technologies at any level.

I don't mean to imply that Apple is a company of pure virtue and that all that it does is above criticism - far from it. Apple in fact outsources many of those key components from manufacturers that while innovating in key technologies and components, also decide to go to market with finished products that just copy the latest Apple finishes (Rose Gold, Purple, or Alpine Green anyone?), form-factors, and message.

And Apple is also far from always getting it right. They do take immense risks when forcing an insatiable cycle of updates and when entering new markets. Sometimes, even with very capable and competent products, Apple has failed to see the use case - as we've seen with the HomePod. The problem with the 100 clones that are manufactured for each Apple product produced, is that they all fail on the fundamental use case, and they mostly become just more electronic garbage in landfills.

And instead of worrying about China and just looking for new cheaper supply chain sources, companies need to forge their own paths to the market. Sometimes by remaining simply a supplier of parts, components, and technologies. Or creating new products and designs that do one thing well, without caring about all the others. The more Apple expands its dominating position in product segments that are strategic to the audio industry, the more we need to be aware that there are rewarding ways to innovate without necessarily just copying.

The audio industry needs to look at building unique sets of competences, and reinforcing its own supply chain and cost/price structures for products developed based on original designs and technologies. And that includes "difficult" things such as software or wireless audio.

As we are increasingly seeing since the beginning of the global pandemic, and particularly now with new geo-political uncertainties, it pays to think differently. And critically, there's also many other ways to innovate in the product cycle, given new realities of manufacturing, sourcing, and the unavoidable metrics of sustainability.

Small companies and low volume manufacturers at the low end or premium end of the market must target their own circular economy. Not necessarily only by repairing and updating. Increasingly in new product categories and technologies, to be "sustainable" products simply need to be replaced and recycled, not left to die in the market. Brands can foster valuable brand loyalty and differentiation by rewarding users who return their products in exchange for new ones. In many product categories, particularly wearables and personal items such as headphones, brands need to advertise enjoyment and usage, not ownership. And they should reward consumers for returning and replacing products, while ensuring full recycling and responsible disposal of all hardware. That's sustainability, and circularity. Not simply repairing in the field and allowing more dangerous parts and materials to remain in the field - most certainly left to end in landfills.

I see far too many companies, entrepreneurs, and startups still dreaming of entering the audio industry without completing their full vision before they embark on their journey. As the market is now showing in abundance, no one needs more clones and more of the same.

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audioXpress features great articles, projects, tips, and techniques for the best in quality audio. It connects manufacturers and distributors with audio engineers and enthusiasts eager for innovative solutions in sound, acoustic, and electronics.

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