You sound like a pre-iPhone Microsoft fan. I think claiming there are no compelling innovations or creative options to offer customers is a big cop out. Right now, innovation at Apple is constrained because Tim Cook has no imagination and is mostly concerned with offering/engineering products that maximize profits which, by the way, are consistently underwhelming Apple loyalists. The amazing Apple of Steve Jobs is dead at the hands of TC's greed.
Yawn. And you sound like the typical entitled post-iPhone fanboy. I've never owned a PC. My first Apple computer was a IIc. When Steve was booted from Apple, I got rid of my Mac and got a NeXTstation and stayed true to NeXT until Jobs returned to Apple. So please spare me your nonsense judgements. How long have YOU supported Apple? Did you believe enough in Steve's vision to switch to NeXTSTEP? No need to answer. Pretty sure I know the answer!
But please, enlighten us on what sort of innovations you feel entitled to on a yearly basis from Apple! What other devices out there are so amazingly innovative? Get real. The industry has plateaued. The tech has matured. Cook has overseen a lot of innovation. The A-series chip. Swift. The Apple Watch SOC. Airpods. What exactly do you expect from him and from Apple? Why are you so entitled?
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While there are indeed ridiculous expectations at times (micro LED for instance) on fansites, that's a result of Apple constantly claiming magical features in the past, plus the chestnut about hiw "Apple will do it right".
Outside of the forums though, the majority of people are simply looking for a good reason to upgrade. At the least, a new style helps. That's true for anything from clothes to cars. Apple has dropped that ball lately.
New and meaningful features are also incentives. I think Apple's done okay there with camera updates, faster TouchId, etc.
On the flipside, my teen daughter's friends are all avoiding the latest models without headphone jacks. Eventually they'll have no choice, of course.
I agree with your assessment. However, for me, the take-away is that anyone who wants to upgrade yearly and places unrealistic expectations on Apple is delusional. There's absolutely no reason anyone needs to upgrade his or her phone every year, just like you don't upgrade your computer, your TV, your microwave, your car, or anything else on a yearly basis.
I went from a 5s to a 7+. That was a worthy upgrade. Would I have upgraded from a 6 or 6s to the 7? No. There were not enough compelling new features. Just like I'm still perfectly happy with my 2013 fully-loaded MacBook Pro and expect to find it more than adequate for another year or two. People "looking for a good reason to upgrade" every year, then blaming Apple for not finding it, are the problem. Each iPhone has been a marked improvement over the previous version, whether or not those improvements were reason enough to upgrade in the eyes of the gluttonous fanboys.
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People change cars every few years you know. A phone is somewhere between a car and shoes. Just because the "technology is maturing" doesn't mean they can't keep the iPhone looking fresh. Why did the iPhone 7 look 2 years old on launch day? Why do amateur iphone concept renderings look better than Apple's product? Imagine if Apple made a range of different looking iPhone 9's. I might have lost you with that last sentence. Remember that Ford nearly went under in the 30's for a lack of choices, and that Nike comes out with a different shoe every day.
Um, last time I checked, Apple continues to make TONS of money and is one of the most valuable companies in the world. I might agree with your line of thinking if they were struggling. But they are not, so clearly they are doing something right, and you are completely off base. You're basically arguing for mindless consumer gluttony and the sheep-like nature of consumers who demand a shiny new bauble every day. Barf.