Yesterday, or today, depends on how you look at it, Apple held their 10th iPhone launch event.

It has been 10 years since the first iPhone came out, 10 years since Steve Jobs’ Apple transformed the tech landscape.

The best part is it continued to do so, bringing about features and improvements which made it one of the most trusted and ‘loveable’ brands.

But not anymore, the forward drive of Apple seems to have somewhat fizzled out, as was seen in the release of the iPhone 8, 8 plus, and X.

iPhone launch event
the iPhone X

The original iPhone, MacOS, the Touch bar, the MacBook Air, the lovely cameras and the great software experience that they offer. All these things made the iPhone and by extension Apple a company with a loyal Fan base and billions of dollars in its war chest.

Since it was their 10th Anniversary, I expected Apple to transform the industry once again. I thought that the iPhone launch event would be amazing, something which would awe everyone and me. I didn’t care if they used magic or voodoo to do it. I just wanted it.

iphone launch event
the iPhone 8 and 8 plus

But Lo and behold, they did not. I mean they did, but they didn’t. And there is a pattern to this. Let me explain.

For a few years now, Apple has been taking product decisions that do not make sense. They say that it’s the future, the way forward, but I don’t agree. Also, some of the things that they say are groundbreaking and revolutionary are not. They have already been in the industry for a while.

First of all, the removal of the headphone jack. They said that it’s to carry the industry forward toward the future of wireless audio but a majority of the world has not caught up yet. Such a thing only induces practical problems.

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And now the decision to remove the fingerprint sensor from the iPhone X. I mean what the heck? The technology is not yet advanced enough. And to just force it down the mouths of consumers is not a good thing.

Apple also introduced a product that they said is absolutely new and groundbreaking in the iPhone launch event, the multi device wireless charging. This has been in the industry for quite a few years now.

And this is my problem with Apple. Up until a year or two ago, the iPhone launch event or the MacBook launch event was something which would be a talking point for days and weeks.

Not anymore, because there is nothing to talk about. It’s all the same. Nothing new. Nothing refreshing.

This is bad for the industry at large. Apple has always been a literal industry leader. Everyone looks at the latest iPhone to compare features. Everybody looks at Apple to take the next step and drive all of them forward.

Let’s hope that this stagnation does not go further, that further iPhone launch events are as amazing as they were before.

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