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September 10th, 2013
08:19 PM ET

Columnist: Apple doesn't need to reinvent the wheel, for now

There have been mixed reactions to Apple's unveiling of the latest iterations of the company's smart phone Tuesday – the iPhone 5S and 5C. But TheStreet.com columnist Rocco Pendola, who has criticized the company in the past, jumped to Apple's defense.

"I'm happy with what they did today. Tim Cook said we will never produce a crappy device, and that said to me we're not going to produce some cheap device. They didn't do that. The 5C is not cheap. It is a premium price phone," said Pendola.

The iPhone 5C is priced at $99 for 16GB and a two-year contract.

"At the same time, yes, they are less exciting. Tim Cook is not Steve Jobs. We're not in a situation where, you know, it's like they roll out the next big thing and surprise us at the end of the presentation. We have to come to grips with that," said Pendola.

But the company is still capable of presenting products consumers covet. Pendola is no exception.

"I got a year left on my contract to my iPhone 5. I want the 5S. They have done just enough to remain the best, to remain the most relevant," said Pendola.

But Apple bug events never seem to surprise anymore, never have the big reveal that consumers had come to expect with founder Steve Jobs.

"Jobs spoiled us, and now I just have to accept that Tim Cook is probably the best foster father I'm ever going to have. And he will come up with something else. The pace is going to slow down because he is not a genius and ... they're kind of cobbling stuff together right now," said Pendola.

But something big is coming from Apple, Pendola predicted.

"Don't count them out," said Pendola. "Why change the iPhone? People love it. If they changed it, that would be the dumbest thing they can do. Don't reinvent the wheel. Just keep it rolling. And then they will come out with something big. I think it will be a TV."

The cheaper iPhone will go on sale in China at the same time as in the U.S., which could mean a bigger global reach for Apple.

"If they announce a deal with China Mobile, the biggest carrier there, it could be a huge deal. Anyway they can expand their footprint in China is good. I'm glad they didn't go the cheap route to do it," said Pendola.

Filed under: Money Lead
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