Zamen | زامن
Opinion: From the enthusiast to the general consumer, Apple's recipe for success has become boring
[First of all, I would like to say that this is but my very own take, which is not necessarily shared by my colleagues here at 9to5Mac and therefore not an editorial, staff-wise opinion piece. It represents my view and my view only, so try to keep that in mind.]Up until not too long ago, I used to ask myself a simple question: if I were to pick one company — and one company alone — to rely on for all of my “tech needs”, which one would I choose? The answer would come rather swiftly: AppleAs a critic (by nature more than profession) I have always seen the vast majority of products skeptically, but that didn't take from the fact that the Cupertino giant made what I considered to be the best smartphone, the best tablet, the best computers and even two of the most valid operating systems around, accounting for a sweet, unified and well-connected package that would make me feel like I didn't have to look outside of it. It was Apple's dream of ecosystem lock-in, essentially.However, as my view of this universe has got more and more panoramic — especially in the last year of collaboration with the sister site 9to5Google, which has helped me a lot to gain even more direct experience with Apple's competition — I started to have a feeling that this bubble was somewhat bursting.And this feeling is something I simply haven't been able to shake, and one that has brought me, like apparently many others, to think that the well-oiled profit machine Apple Inc. may have lost some of its touch, for what concerns the present and, more importantly, the future…Apple has long been one of the giants that, thanks to its focus on hardware, managed to surprise and delight me; before I actually got into tech, I fell in love with iPods, which slowly got me into the magical world of Apple products. I remember vividly the day I unboxed my iPhone 5, and just how much ahead of the rest of the tech world that product was bringing me. From its famous introduction to my own unboxing and the first weeks of use, I just couldn't believe how much I was loving that little thing.Less than a year later I finally caved in and bought a Retina MacBook Pro, the same machine I'm still typing this very piece on, and again couldn't help but repeatedly fall in love with my gear — and indeed, if you're reading this piece right now, Apple's efforts have played a big part in pushing me towards the lucky place I am in at this point in time.One thing I'm sure of, in fact, is that Apple is still incredibly competent and absolutely fantastic at what it does — say what you say about its products or controversial moves, but there likely is no other company on Earth that has the influence of Apple, and I am actually thankful for their choice of taking the reins and doing things such as eliminating old technologies and springing us towards the future, no matter how inconvenient that transition may be. I do understand the users' complaints — more on that later — but I also try to fit into Apple's shoes, and there is a case to be made for doing what they've done.I do not take issue with that. Again, looking at their lineup, it still strikes me how a relatively focussed — albeit expanding — portfolio of products still makes it possible to produce such incredible pieces of hardware: the iPhone 7 could still easily be considered the best smartphone around, the iPad Pros are great machines, the new MacBooks have a lot going for them, the 5K iMac's display still makes my mouth water every time I go to a store and look at it, and hell, I absolutely love my little 6th gen. iPod touch.