In the 12 years since Steve Jobs' passing, Apple's landscape has seen subtle shifts rather than seismic changes. The recent launch of the iPhone 15 at the 2023 Apple Autumn event, themed 'Curiosity Heading Up,' left many expecting more surprises and innovation, but instead delivered incremental updates and minor innovations.
Elon Musk's recent musings on social media about the negligible differences between the latest iPhone and its predecessors echo the sentiments of some consumers. There’s a pervasive feeling that the new iPhone, despite its branding, lacks substantial upgrades.
The prices of the iPhone 15 and 15 Plus remain unchanged from the previous generation, standing at $799 and $899, respectively. However, the Pro models show slight variations: the iPhone 15 Pro stays at $999, while the 15 Pro Max, eliminating the 128GB option, starts at $1199 with a base capacity of 256GB.
Walter Isaacson, in 'The Biography of Steve Jobs,' highlights the divergent opinions surrounding Jobs' legacy. Some view Apple's strides as innovative, while others perceive stagnation year after year—the Rashomon effect in action.
Under Tim Cook's leadership, compromises seemingly creep in. The abandonment of the long-standing Lightning interface, for instance, in favor of USB Type C, reflects a market-driven concession prompted by EU regulations.
Additionally, the iPhone 15 Pro Max introduces a periscope lens for 5x optical zoom, a technology existing in other brands for years. Apple’s decision to join this arena denotes a deviation from its traditional cautious approach to technological trends.
Changes in hardware features, such as the removal of the iconic mute paddles in the iPhone 15 Pro, signify a shift away from elements considered hallmarks of the Jobs era.
Apple's recent extension of the supply agreement with Qualcomm for baseband chips until 2026 defers the company's ambition to independently develop core components, indicating ongoing compromises in addressing persistent consumer concerns like signal issues.
While Apple maintains its profitability and market dominance, its incremental approach to innovation, possibly a pragmatic choice under Cook's supply chain expertise, may lack the visionary leaps associated with the Jobs era.
