Will ‘move fast, ship quicker’ kill the Apple brand?

Tech writers seem hugely excited at news that new Apple CEO John Ternus intends to launch a wave of new products, presumably because we’ll get to fill our feeds waxing lyrical about all the new things. But what does it mean when a company known for a few great products begins to introduce lots of potentially lesser gadgets? Will this dilute the Apple brand? Extend it? Or will an even greater sense of product ubiquity amplify the core products it creates? Will Apple’s new hardware drive huge revenue, or are these plans just a sign the company now intends to capitalize on its brand equity with a wave of new devices, some of which may fail? More things, more money? That’s not to say that the new products will fail, of course. I’m sure there are plenty of households that want an iPad on a base to use as a home security monitor, recipe-finder and call center to stay in touch with friends. I’m pretty certain touchscreen Macs and new all-glass-seeming iPhones will strike a chord. All of these products will no doubt enable Apple to identify and offer new services to boost that side of its income. Services have become the second-largest revenue stream for 21st-century Apple, after the iPho…

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