Technology is all about change, and rapid change at that. But even with the pace of technological development being dizzyingly fast, there are still larger paradigms, grander assumptions and codes of conventional wisdom, that are more or less static. In 2014, though, a lot of those paradigms shifted, and many of our preconceptions and understandings were altered, enlightened, or totally overturned. Here’s a short list of some of those paradigm shifts in tech in 2014.
Microsoft the Scrappy Upstart
In another age, Microsoft was the Borg, the unstoppable and loathed behemoth that destroyed all in its path. Then, sometime in the middle-to-late twenty-aughts, it became the ridiculous giant, releasing silly products, failing to even approach the hipness caché of its once-defeated rival Apple, and headed by a boorish clown prince. Zunes? Windows Vista? The Kin smartphone? Windows 8? “Scroogled”? Each risible in its own way.
And then Microsoft got a new boss, and Satya Nadella’s ascent immediately changed the public perception of the company, especially among the tech punditocracy. The products still weren’t fantastic (Windows 8.1, Surface Pro 3), but the company began to emphasize its role as a service provider, ubiquitous not in terms of desktop machines, but in terms of the various services through which all manner of machines and OSes did their work. Think OneNote, Office 360 on iPad and Android, Azure, and OneDrive. The tide had turned, and now as Google and Apple (and Facebook and Amazon) battled for supremacy, Microsoft would simply work with anyone.
To get a strong sense of the change in attitude toward Microsoft, listen to prime-Apple-blogger John Gruber’s interview of Microsoft beat reporter Ed Bott on The Talk Show early this year, recorded at a Microsoft conference, at which Gruber was featured as a marquee user of Microsoft services. Gruber and Bott were full of hope and admiration for the old Borg, which would have been unthinkable even five years ago. It is a new day indeed.
“I Was into Big Phones Before it Was Cool”
When Samsung unveiled the Galaxy Note in 2011, it was ridiculed for being absurdly huge, as though anyone who bought one should be embarrassed about it. Today, the original Galaxy Note would be considered “medium sized” compared to today’s flagship phones, almost all of which have displays over 5 inches. Meanwhile, even larger phablets are objects of high desire and status, such as the Galaxy Note 4 and the iPhone 6 Plus. “Mini” phones (the 4.7-inch HTC One Mini, for example) are those with displays bigger than the biggest displays offered by Apple as recently as 2013, which topped out at 4 inches.
No longer silly, phablets are now considered high-productivity machines, the mark of a busy, engaged technophile, and are perceived to be eating well into the tablet market. (They’re still too big for me, but even I could be turned.) Big phones are now just phones.
At some point in 2014, it was decided that everyone in tech must have a podcast. If you worked for a tech site, you had a podcast (like me!). If you worked at a tech company, you had a podcast. If you’d just lost your tech job, your new tech job was to have a podcast. And on those podcasts, they woud have as guests and co-hosts who also had podcasts, because, of course, everyone had a podcast. On those podcasts, they would talk to their fellow podcasts hosts about podcasts, making podcasts, the future of podcasts, the monetization of podcasts, and podcast apps.
I predict that sometime in the middle of 2015, there will be a Podcast Singularity which will swallow up all tech podcasts into an infinitely dense pundit which will consider how this will affect the podcast industry, and will be sponsored by Squarespace.
Amazon’s Weird Hardware
Amazon was on a roll. The Kindle had proven itself to be an excellent piece of hardware years ago, and solidified this position with the magnificent Paperwhite in 2012. In 2013, its Fire tablets had become genuinely high-quality devices that were well-suited to most of the things anyone would want a tablet for, with strong builds, good performance, and beautiful screens. It seemed like Amazon was a serious hardware company now.
Then it released the Fire Phone, and everyone got a queasy feeling in their stomachs. A half-baked, gimmicky device that was incredibly overpriced, it landed with a thud, and Amazon continues to slash its price to clear out its inventory. (People really like the Kindle Voyage, I should note, and the Fire TV has been much better received as a set-top box, though my own experience with the Fire TV Stick was very poor.)
And then they awkwardly previewed the Amazon Echo, the weird cylinder that caters to the dumb informational needs of a creepy family, and the head-scratching turned to scalp-scraping. Amazon’s status as a serious hardware maker was no longer a given.
The Revolution Will Not Be Tablet-Optimized
The iPad was going to be the PC for everyone. Most people would not even bother with a computer with a monitor and a keyboard, they’d just get a tablet, and that’d be it. PCs would be for professionals in specific situations that required a lot of power and peripherals. For the rest of humanity, it would be tablets all the way down.
Of course, now we know that in 2014, tablet growth has slowed, and few people use their tablets as their primary computing device. Instead, they’re causual devices for reading, browsing, and watching video. Despite the niche cases heralded in Apple’s “Verse” ads, on the whole, tablets have become the kick-back magazines of the gadget world.
That’s fine! I’ve written before that iPads/tablets are “zen devices of choice,” the computer you use when you don’t have to be using a computer, unlike smartphones and PCs which are “required” for work and day-to-day business.
The shift this year is the realization that tablets are (probably) not going to take over the PC landscape, especially as phones get bigger, and laptops get cheaper and sleeker. Could there be any better argument against an iPad-as-PC-replacement than Apple’s own 11" MacBook Air? Even Microsoft, which once positioned its Surface machines as iPad replacements now markets them as MacBook competitors. Why? Because tablets just don’t matter that much, they’re more for fun, and the Surface is for serious business.
Forcing the tablet to be a PC has proven so far to be awkward and hacky, and PCs themselves are better than ever. The iPad revolution may never be. Which, again, is fine, but in 2014, we realized it.
(And relatedly, e-readers aren’t dead!)
The Souring of Twitter
Twitter hasn’t always made the best decisions, and sometimes even its staunchest defenders have had to wonder what the company really wants to make of its crucial service. But to my mind, in 2014 the overall feeling toward Twitter has tipped from reluctant embrace to general disapproval. It’s gotten worse on privacy, it’s been MIA or unhelpful in handling abuse and harassment, and it’s began to seriously monkey with what makes Twitter Twitter. And more and more, I read pieces about once-avid Twitterers saying just how miserable the torrent of negativity makes people feel. Once the underdog to Facebook that all those in the know called home, it now looks like a hapless, heartless, clueless company that has no idea how good of a thing it has.
You Have Died of Ethics in Games Journalism
Tech has always been a boy’s club, but in 2014, a lot of the industry decided it shouldn’t be anymore. As more and more instances of harassment, abuse, sexism, and overt misogyny were exposed — in the wider tech industry and in gaming particularly — the more people stood up to declare the status quo unacceptable. A wider embrace of inclusiveness and encouragement of women in tech emerged, along with, of course, a counter-reaction of hatred and attacks from those who liked things as they were.
2014 forced the tech universe to confront some very, very ugly things about itself. But it will likely prove a net win, as more of us work to fix it than don’t.
(I have this shirt with the above image, and it’s here.)
Google’s Glass Jaw
In 2013, Google Glass was the future, the way all things tech would soon be. In 2014, no one wears them, a consumer version seems to remain a fuzzy concept, and even those who were breathlessly enthusiastic about it have felt their novelty wane. The tech punditocracy is now waking up from its Google Glass hangover, and they’re all a little embarrassed.
Now, of course, we’re all excited about watches. It remains to be seen what we feel like the next morning.