A Masterclass in Selling… Without Innovation
Apple hosted its big annual event yesterday. We got the iPhone 17 lineup (including a thinner iPhone Air), new Apple Watches, and the AirPods Pro 3 with real-time translation, heart-rate sensing, and what they call “the world’s best ANC.” All fine updates, but let’s be honest: this wasn’t groundbreaking. It was Apple doing what Apple does best – adding features, polishing the hardware, and convincing the world that you can’t live without it.
Here’s the weird part: Apple has survived for years now without any real innovation. Think about it. When was the last time we had a true “wow” moment? Something worth Steve Jobs’ legacy? Groundbreaking technology like the first iPhone? Maybe the iPad? No, everything since then has been iteration – refinement, not revolution. And while that’s impressive in its own right, it also makes the company feel a little stuck. The lack of meaningful AI integration is especially telling. Siri has been behind for years, and even after all the hype, their AI announcements are delayed, vague, or overshadowed by competitors moving way faster.
Growth is slowing, margins are pressured, and Tim Cook is trying to reposition Apple with more U.S. production, new ties to the White House, and facilities moving to India. That’s smart geopolitically, but it doesn’t answer the bigger question: what’s Apple’s next act? Can it remain a leader in a world where AI is rewriting the rules of technology? Right now, the answer isn’t clear.
And yet – people buy everything they put out. I do, too. I’ve got an iPhone, iPad, MacBook, multiple AirPods, Apple Watch, Apple TV, AirTags, and pay for Apple Music, Apple TV, and iCloud+. Why? Because their stuff is great, and Apple managed to create an unmatched technological ecosystem. That’s the genius of Apple. Even if you know they’re not innovating, you’re still trapped in the same structure. The devices work so seamlessly together that leaving feels impossible. That lock-in is Apple’s greatest innovation of the past decade.
So yes, I admire what Apple has built – it’s one of the most successful business stories of all time. But I also see a company in transition, leaning on its past and polishing its cash cows, rather than defining the future. Yesterday’s event made that clearer than ever. Apple will keep selling, the brand will keep dominating, but the spark that once made these events truly exciting? That’s been missing for a while. The company has transformed from a technological pioneer to a premium lifestyle brand with nice features and looks.
