Sad reality is the iPhone is absorbing almost all of Apples resources. They have hit this cadence and cannot skip a single year now. As soon as they do not release an iPhone one year analysts will say Apple is doomed, share price will drop through the floor, calls will go out for Tim Cook to resign by the media.
And as smart phones have become so refined it becomes less clear and less obvious what needs to be done to make them better.
In the past it was obvious. They were slow, we need to make them faster. The screens looked poor, we need better screens. The camera takes photos like a potato, we need a better camera.
Now though there is very little difference between an iPhone 6 and iPhone 7 in how it feels even though the iPhone 7 is 2.5-3x faster in CPU and Graphics. The displays all look fantastic and the cameras take great photos regardless of what device you purchase.
And so without these obvious areas that need attention it is becoming a case of diminishing returns. Apples R&D budget has never been bigger than it is now and it has more than doubled under Tim Cooks tenure as CEO. Yet at the same time they are not refreshing more than 20% of their product range every year. 1/5th.
I have mentioned on this forum before but you guys remember that 60 minutes piece on Apple in I think 2016. At one point they were talking to one of the people involved in designing the iPhones camera system and he proudly exclaimed to the interviewer that Apple has 900 engineers working on just the iPhone camera.
It was so shocking even to the interviewer that he clarified "900 engineers on JUST the camera?". You can look at that two ways, one wow that is incredible they spend so much time to make the camera better for us. Or you can look at it like that is 900 engineers working to improve the Camera 1-2% when they could have spent that engineering effort updating 5 or more Macintosh computers, iPods and iPads.
I really feel that there is going to come a day when the iPhone completely fails to impress and Apple is going to be stuck between a rock and a hard place having put all their engineering efforts into the latest model for it to be a giant flop and they have no backup plan no other products ready in the rafters.
We've already seen that with the Mac Pro for which they apologised to their own customers for not updating it for three years and for designing something that cannot easily be upgraded with the meagre quantity of engineers they have working under the Macintosh group.