He is a brilliant CEO for a publicly traded company. Shareholders want constant upgrades. I’m not a fan of public companies for this reason. They can’t go all out because next year will be “meh we don’t have anything new for you guys to upgrade, keep your iPhone 15”.
There is always new tech to put in. Going out of your way to deliberately not put the best tech in, especially when you are doing things like putting the 23 yr old USB 2.0 spec in, is simply tragic. This is the premium Apple brand we are talking about, not some cheap Chinese junk.
Just make iPhones the best you damn well can. People will buy them.
At the moment, we have so many people holding off because they simply aren't impressed.
There are also more and more people who are looking at what is on offer, and realising, hey wait a minute, there are Android phones out there with much newer, faster tech, and more impressive features, and often at a much lower cost.
I am one of them. My intent as this announcement approached was to buy an iPhone 15 Pro and new AirPods Pro. I was really looking forward to it, but I'm looking at the details and am so underwhelmed and disgusted, by both the lack of best of the best, and by the extreme price, that I am outright refusing to buy that new phone, pretty much on principle. I am scratching my head trying to decide if I simply stick with my current phone, buy a 2nd hand 13 or 14 Pro, or switch to Android. Both the Google Pixel, and the Nothing phone have me very curious.
Such dilemmas in your customer's heads isn't the result of a brilliant CEO in charge.
Apple had a similar problem with their Macs in the 2016-2020 era. They started losing customers, with many creatives and corporates abandoning ship in disgust, and switching to Windows. To their credit, Apple sat up and took notice, and invited many of those pro customers in to find out what they wanted and needed. The result was a massive turn around. First with the new Intel 16" MBP and Mac Pro, and then with the M-series machines. The biggest issues were fixed, and the machines are brilliant.
For myself, during that era, I kept hold of my brilliant 2015 Retina MBP, and as the years went by, as Apple kept producing sub-standard laptops, I started to wonder what I was going to do if my MBP died. Would I switch to Windows, or give in and buy one of the tragic Butterfly era dogs. Thankfully, M1 was released, and I retired my, by then, 7 yr old MBP. It was crusty, but still working. Now I'm on a 16" M1 Pro MBP, what a gem of a machine. Not quite perfect, but close.
I'm looking at iPhones now and thinking, hmmm, is this the equivalent tragic era. Is this where I exit to Android until Apple gets it together again? I am simply not interested in paying top premium prices for a phone with old, slow, tech. Especially with some very impressive Androids hitting the market.
Rant over.