I don't despise Tim Cook like many people do, but you're right – there is a stark contrast between Steve's Apple and Tim's Apple. The new Apple is far more conservative and doesn't have "fun" in the same way. I miss that. I miss Steve.
Apple needs to loosen up and start having fun again, I say. Get creative. Remember how iPods went through many different form factors? Seems that Apple has stuck with the same form factor for Macs and iPhones for a very long time without testing new ideas on the marketplace (Mac Pro aside). Yes, their current designs are industry-leading. But there's no fun in them. Nothing new and exciting in terms of appearance.
Part of that may be due to changing times, generationally in terms of purchasing power, and otherwise in accordance with local and global economic conditions.
There was a time when it was easier for Apple's entire potential market to "go for" the latest release of new hardware and crave the look and feel of it, as much or maybe even more than whatever was under the hood. And of course that attitude has always had its severe critics. But we are what we are, and we're not all alike. The market has always been diverse.
Flash forward and we have different economic times, the large but aging boomer generation is trying to pull back on consumer purchases in retirement; they are often still trying to support a next generation finishing school, then living home while seeking jobs and their own path to financial independence. This is a mixed bag of signals to the marketplace since it's not always easy to tell which boomer-financed purchases are for themselves and which for kids or grandkids.
On the other hand and on the bright side, we on the outside are not privy to what's up with Apple on its drawing board. The company seems to signal now more of a move towards service and content provision, with focus there rather than on hardware and its own OS-integrated app bundles. That doesn't mean plenty isn't going on in terms of research and development of "the next one more thing..." that may emerge to meet a market unaware we could use and enjoy whatever it is. Looking at the surprises of the likes of the iPhone 5C and the iPhone XR, it's certainly not a given that Apple has got stuck in some kind of design rut as it continues to update a product line.
As consumers, we are more jaded than we were 20 years ago, and we are also more diverse in our needs regarding the underpinnings of our computing devices. One can tell that by the mixed reception to Apple's alternate offerings to its main product line changes.
But there's still strong evidence that the marketplace is diverse and open to "new stuff" of entirely different cosmetic and even functional attributes. Some of us totally loved the silky finish and colors of the sturdy little iPhone 5C. Others were much more drawn to the metallic elegance of the iPhone 5S. Similarly, many of us have been quite vocal about our preferences regarding size of smartphones. That's before we get to the great divide between needs of casual and professional users, with respect to overall technical specs and expansion options.
All this provides mixed signals to a publicly traded corporation that must thread the needle somehow and produce what consumers in all their diversity are demanding, and what shareholders expect in the way of return on their investment and a sense of a reliable path forward.
Probably as outsiders (consumers and shareholders alike), we'd all do better to take a somewhat longer view of things --
as Apple itself does and must do-- but that's never been the way of Americans anyway and certainly not in the age of being able to ship opinions around the planet in a matter of seconds.
So I would expect us on the 20th anniversary of the iBook to be what we've always been to Apple, which is a bunch of consumers and shareholders wondering what the heck is coming down the road next and when will it get here already. It's what we do best.
