The Problem With Apple

In 2007 Apple released the first iPhone, redefining what the mobile phone was. But now, it's rare to see anything truly innovative from Apple's yearly releases. What lies in the future for Apple, in its current era of useless innovation?
Despite sticking to this yearly cycle, in recent years phone manufacturers have fallen into a far more iterative release schedule, and are not making the large strides in technical innovation like the early days of smartphones. Despite overturning major phone brands like Nokia and Blackberry almost overnight, nowadays, the best features Apple can promote are more cameras, improved battery life, incremental improvements in image quality, among others. This is in comparison to old, yearly innovations like the iPhone 3G, the front-facing selfie camera, iMessage, iCloud, Siri, Apple Pay, and more.
This slowing of innovation is causing consumers to keep handsets for longer, with US consumers upgrading their phones every 2.67 years in 2023, down from 2.53 in 2015. Globally it’s down to 3.6 years. In addition consumers are frequently opting for cheaper or older models to save money over the inflated costs. This is reflected by the introduction of the iPhone vs iPhone Pro branding in Apple, and Google releasing their ‘A’ models for their Pixel devices. Wearables like smart watches and premium devices like Samsung's Z flip and Fold are being used to diversify and offset slowing sales.
As innovation slows, awareness of the environmental damage Apple causes with its excessive manufacturing is now growing. Is Apple's technological peak about to end? Or will they find the Apple magic to innovate once again?
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