TL;DR - Apple is losing focus, innovation is dwindling, new management style is preplexing, product/UI design is suffering, evangelism levels and investor confidence will fall in the long run. Just my $0.02 - but iOS 10 is far from the groundbreaking release Apple, and most online publications are making it out to be. To be honest, and notwithstanding the underlying optimizations and some minor front-end tweaks, I feel iOS 10 is probably the most trivial iOS update - and that is saying a lot, considering iOS 8 and iOS 9 were highy forgettable releases. 1. Notifications - the new UI is bizzare - rounded edges and the name of the app atop every notification is an enormous waste of screen real estate. Clustering notifications from the same app is an absolute no brainer - why did it not make the cut? Ever since iOS 7, I have become increasingly skeptical of Apple's overall design philosophy. 2. Control center - Still not customizable (this is next level arrogance), and if that weren't enough, iOS 10 adds an extra step to get to 'now playing' - which was my most frequently used feature (thanks Apple). 3. HomeKit - why does it come with those two ugly wallpapers? And why is there no option to choose from existing system wallpapers or just use a plain background? 4. iMessage - Apple didn't get the memo it seems - all this time and effort to enhance iMessage with juvenile features - why? Nobody in their right mind will ever use iMessage because its not cross platform by design. WhatsApp, Facebook Messenger, Line, Hangouts are far better, far more optimized and far more widely used alternatives. 5. Maps - who cares right? This effort should be completely abandoned - I don't know a single person who prefers Apple Maps over Google Maps, at least not outside the United States. 6. iPad UI - hasn't anyone at Apple realized that you can't just blow up a smartphone UI and use it on a tablet? I mean, has anyone seen the size of control center buttons on an iPad? Notifications and control center on the iPad need to be redesigned to make better use of the extra screen real estate. 7. Mail - Probably one of the worst mail apps on a mobile OS ever - unreliable, and painfully slow. There hasn't been one instance where I've been notified of a new email and its ready to view when I open the app - this hasn't changed in iOS 10, although the the new filtering option and mail organization tweaks are nice though. 8. Apple Music - the so-called 'refreshed' UI is still a mess - its confusing, disconnected, makes very little distinction between my music vs. what's on the cloud, but more importantly, its sloooooow - every other streaming music service I have ever used (Spotify, Deezer, etc.) have been far more reliable, faster and ship with apps that are by an order of magnitude easier to navigate/use. iTunes deserves its own thread for the iterative, bloated clusterf*** that it has become over the years. 9. macOS - I can't recollect a single new feature that has positively affected my productivity - not since Dashboard, Exposé, Time Machine, Stacks and Quick Look. Don't get me wrong, all macOS releases have been great under the hood - great performance even on older hardware, but all the so-called 'new' features are always relevant under very specific usage scenarios, most of which only seem to apply to Craig Federeghi when he's demoing them on stage. Everything since Snow Leopard (intelligent PDF text selection was EPIC) and Auto Save in Lion has been ho-hum - Tags, Mission Control, AirDrop, Launchpad (seriously the dumbest feature ever) are easily forgettable. I don't think anyone has ever gotten Continuity to work in way intended by its creators. Notifications Center was okay, but widgets just work better in Dashboard. Otherwise, there haven't been any groundbreaking features (not saying we need them, and we really can't complain because macOS releases are free) - Siri, iCloud Drive, the ports of iOS apps (Notes, Maps, iBooks, etc.) are all nice to have, but not must-haves by any stretch of imagination. In any case, the larger point I am trying to make here, is that I see signs of Apple becoming the next Microsoft or even Sony - a company spreading itself too thin by doing too much. I mean really, does Apple need to concern itself with producing TV shows? Does it really need to make a car? Does it really need to focus its limited resources on a new video sharing app? - NO. Steve Jobs had a really powerful quote on why Apple has been a successful company: “People think focus means saying yes to the thing you've got to focus on. But that's not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I'm actually as proud of the things we haven't done as the things I have done. Innovation is saying no to 1,000 things.” Under Tim Cook, we're witnessing an Apple that is having an increasingly hard time saying 'no' - which in my opinion has resulted in an alarming lack of focus, innovation, and a departure from the company's core competencies. Countless recent examples support this: the languishing Mac line no updates to the iPod line (I know it's an irrelevant product category, but at least get rid of it) incremental updates to even flagship products (iPhone 7) no updates to Airport products (why do we still have an 802.11n Airport Express?) the new Magic Mouse (for a company that prides itself on its design philosophy, its a cardinal sin to have released such an unergonomic product, and with a charging port on the bottom), this misplaced need to push iWork (similar to iMessage and Maps - anybody who wants to get any real work done will never use iWork) confusing product line up - look at the current iPad line up (there are no less than six SKUs spanning only 3 screen sizes - iPad Pro, iPad Air 2, mini 2 and mini 4). When Steve Jobs came back, it was simple right? Pro/home - desktop/laptop - that clarity of thought is now simply missing. I fully sympathize with the economic benefits of product differentiation and profit maximization, but of late Apple seems to be comfortable with charging customers a premium for obsolete hardware disguised amongst a bevy of confusing SKUs. In conclusion, I feel there are a lot of things wrong with post-Jobs Apple, and I've been meaning to write about it for a while now, so thanks for reading. As a disclaimer, the above are my opinions, and some of you may in whole or in part disagree with what's said - but please let's keep it civil!