Has Apple Begun to Put Profits over Innovation?

A few days ago, Apple's event shocked millions with more amazing innovation. Just kidding. Apple's "Let us loop you in" press event was a failure of the highest caliber. First of all, they announced the iPhone 4—I mean, the iPhone SE. No doubt you've heard of it, with every iPhone Apple announces making national news due to the exclusivity of its platform. Nevertheless, design-wise, the phone is reverting Apple back to 2010. Sure, it updated it with Touch ID and some new specs, but who cares? In an ever-evolving smartphone world, companies should be trying to be new and innovative, not going back to six years ago. Coupled with this, Apple announced the iPad Pro, something literally everyone was expecting. It's a bigger iPad. That's basically it.

Apple has shown in the last few years to not be a pursuer of innovation, but one of greed. Apple knows that it can release and re-release whatever it wants and it will not suffer a significant loss in sales. And when it does take chances, say, with the Macbook, it's a massive failure. Near-mobile specs and thinness that sacrifices usefulness? Yeah, that sounds like a great laptop. But with Apple's demographic, as long as it comes in a pretty color and boasts a new "thinness" nobody will care. Why is this?

Apple's advertising and brand revolves around the "magic" of "it just works." Apple hides its specs behind buzzwords such as "Retina" which causes users to become too trusting in the brand. When Apple is "magic" and other brands are "nerdy tech" it isn't a competition between what phone is better. It doesn't matter if one phone has the processing power of four iPhones, as long as Apple can say it has the "The most advanced chip ever in a smartphone," the vast majority of consumers will not care. Apple knows all of this and exploits this. It uses this as an excuse to not innovate. 3D touch was a cool concept, but in practice, nothing more than a novelty. I think that in the past few years not only has Apple been lacking in innovation, but it has become a one trick pony.

I have no doubt the iPhone SE and the iPad Pro will sell like hot cakes. That's the kind of consumers Apple panders to. I just hope that Apple will see that it doesn't have to use repeat designs and uninnovative tactics. You're one of the biggest tech companies in the world! Do something with what you have.