Brian Jeffrey
Since the start of the 2010s, Apple has maintained a prestigious status as a “premium” brand worldwide. But does this reputation still hold true today?
The launch of Apple Silicon, particularly the M-series chips for MacBooks and iPads, introduced notable enhancements in performance. For a time, it appeared that Apple had truly solidified its image as a leading tech brand. The iPhone’s universal popularity seemed to support this elevated status.
Nonetheless, the situation has shifted.
Although Apple’s devices, from MacBooks to iPhones, still have that premium feel, the company is experiencing setbacks in an unexpected area: software.
The worth of today’s electronic devices often priced around $1,000 is questioned if they malfunction or fail to meet expectations. The “Apple Intelligence” controversy surrounding the iPhone 16, which launched last year, exemplifies this issue.
Recently, the iOS 18.5 update has faced numerous problems, including overheating, freezing, and significant lag on various devices.
This isn’t just an isolated incident. iOS 18 caused considerable battery drain on iPhones, while iPadOS 18 rendered many M4 iPads completely unusable, forcing Apple to pause the update. Additionally, the much-anticipated features of the high-priced Apple Vision Pro headset were delayed right out of the gate.
For the last two years, Apple has appeared to face difficulties. Although rumors suggest the company is venturing into robotics, that initiative has been stalled due to challenges linked to AI.
In the past, critics often gave Apple a chance, believing it would eventually overcome these issues. However, that patience is rapidly diminishing. Insider reports indicate that Apple’s efforts to develop AI are based on outdated concepts, missing the opportunity to adopt new technologies until it’s too late.
In contrast, Samsung is reportedly moving away from Google, seeking an AI alliance with Perplexity, starting with the Galaxy S26.
Meanwhile, Apple seems to be offering only incremental updates in its yearly WWDC presentations. Last year, it teased advanced AI tools that never materialized, leading to disappointment. This year’s WWDC is anticipated to be more subdued, with a focus on realistic commitments.
On the other hand, the Samsung Galaxy S25 and Google Pixel 9—both competitors to the iPhone—are being lauded for their robust AI capabilities and stable software. Brands from China like Xiaomi and Huawei are also making strides with powerful smartphones and innovative battery technology.
A genuine premium brand should not leave its customers feeling let down after spending a significant amount. It should provide consistent, dependable devices that perform well even after updates. Regrettably, the iPhone 16, iPad M4, and Vision Pro are not meeting these expectations.
Apple seems diminished compared to its former glory. Ongoing software issues, inadequate updates, halted innovation, and a lack of clear direction are serious concerns. If these problems persist, Apple executive Eddy Cue’s recent remark—that the iPhone may become obsolete within the next decade—could become a reality. Even more troubling, the next big thing for smartphones might emerge from outside Apple.
(PhoneArena)
