On October 23, 2012 Apple annonced the 4th generation of his tablet, the iPad 4, which is "twice as fast" than its predecessor, the new iPad (or iPad 3), launched just six months ago. Apart for the new processor, other improvements include a better Wi-Fi and cellular connection, a new standard connector, a better front camera. Not bad for a six months span... Most iPad 3 owner are angry and, in my opinion, they have reason to be so: the longevity of their investment was suddenly shortened. New iOS version will come and at some time they will require "iPad 4 or later". Of course you can decide to not upgrade, but soon or later your favourite app will require "iOS X or later" and you will be out of the game. Sooner than expected. As a result, a rational person should now sell its iPad 3 to get an iPad 4. This move will cost him very little (considering the high value that Apple products command on the second-hand market) and will extend his investment. I'm a rational guy and, luckly, I'm not short of money: I could just give my iPad 3 to a friend and buy a top of the line iPad 4 the day it is released. But this time I will not upgrade my iPad. It's a matter of principle. Let's be frank: Apple makes money with hardware, tons of money. In Apple's view, each year a user should replace his iPhone/iPad just to get "the latest and greatest" device. If he doesn't upgrade his hardware, he will be out of the game in a couple of years. No new device? No new iOS and no new apps! But this is a crazy thing and I want to get off! We can't afford this huge waste of resources: costly new hardware still in great shape made obsolete after just 2 or 3 years. We are seven billion on this planet and we need a better way to manage innovation. We should demand much more long-lived hardware from Apple and other technology firms. They should push their innovation drive on the software side, making apps more lightweight and fast, also on older hardware. We should not need the latest device to enjoy the latest technology. Think of Google or the Internet: they are wonderful innovations and they work flawslessly on every kind of device, also on a 10-year-old computer. In other words, innovation in the mobile industry should get more sustainable. We have no choice if we want every inhabitant of our planet enjoy the latest and greatest technology.