The post was originally published in Polish on Artur’s LinkedIn profile. Artur kindly agreed that we repost what we think is of great value to our readers.

Apple’s Wonderlust event was billed as Apple’s next biggest thing. With elegant visuals and polished product displays – Apple’s signature – customers could expect a leap into the future, no less. Once again, they had to be disappointed.

Despite the grand launch, the new products turned out to be only an updated copy of the previous versions. An iPhone lighter by a gram, a refreshed side button, a slightly more resistant material, and a modest chip update made headlines. As for the camera, a slight improvement in megapixels and zoom level seemed to be the most important point.

A range of new color options and watch straps, along with features that have long been around in other smartphones, seemed more like a desperate attempt to gain uniqueness than a step toward innovation.

One particular feature has attracted quite some attention – the double-tap interaction for the Apple Watch, seemingly interesting but raising concerns about potential habitual tapping among users. A neat gimmick, but does it really reflect a significant change in the industry, or just an interesting but not very significant feature?

The most important change is the transition to USB-C, although this particular ‘innovation’ was forced by the European Union.

Hence, there is a growing discussion – Is Apple’s innovation running out?

Recollecting the early 2010s, Apple was setting the creative tone, with the iPod, iPhone, and iPad redefining the tech landscape. Today, it seems that Apple is catching up rather than leading the smartphone revolution.

When we take a closer look at the situation, it turns out that the lack of attention-grabbing innovations is not just a problem for Apple, but rather a symbol of the saturated smartphone industry.

Are we sure Apple still has that spark in it?

The Apple Watch, the entry into streaming and subscription services or the Vision Pro headset seem to be the answer to the market trends set by others.

AirPods are an exception, confirming an unconventional approach and the product has reached a financial ceiling equal to companies from the S&P 500 index.

On the other hand, does the company need to be innovative if Apple’s latest gadgets are flying off the shelves and driving Apple’s valuation? They’re still thriving, driven not by groundbreaking designs, but by a dedicated fan base willing to shell out a few thousand for minor upgrades and the brand’s symbol.

Under Tim Cook’s leadership, Apple has grown from a USD 364.4B market capitalization to a staggering USD 2.76T.

It just goes to show how they have shifted their priorities from groundbreaking projects to the bottom line.

So, as Apple revels in its financial peak, some people wonder – Has the pursuit of dollars overshadowed their design and innovation ethos? Is Apple still a symbol of the technological revolution? Or is it just a juggernaut floating on the glory of previous years?

The comment section came up with several answers:

I don’t understand such expectations at all. Since when are industry leaders the most innovative? This is up to those who chase the leader. So exactly as Arthur wrote, Apple is catching up with the competition and taking the gun out of their hands.

Apple was a revolution, and now it’s nurturing other ones.

– Marcin Pawełczyk, General Manager at F4F Polska

An excellent strategy for Apple was to create its own ecosystem. If you have an iPhone, you buy an iPad, an Apple Watch, everything integrates and it’s more fun to use. It’s hard for me to say if Apple is still a symbol of the technological revolution. On the other hand, during every iPhone release, everyone is talking about it, hating or praising, but who knows when the new Samsung is released?

– Diana Fandul, Marketing Specialist at DAC.digital

The question is, how much is there to innovate? A company that’s listed on the stock exchange must prioritize making money.

– Tomáš Sikora, Sales Manager at Stavario

Not only Apple, but also Microsoft is prioritizing financial performance and shareholder satisfaction at the expense of innovation.

For Apple, the cash cow is the iPhone and they don’t want to spoil it with some strong change.

For Microsoft, Microsoft365 (formerly MS Office), Azure (cloud), and Windows are cash cows, which is why they have laid down the mobile section, limiting investments in Surface as well. 

In Microsoft365 (MS Office) the changes are also small steps, so as not to spoil it, especially since many customers are corporations that carefully introduce changes. 

I’m still worried about the XBOX branch. Their investment in buying Activision Blizzard for some gigantic money, subject to many conditions, could be a Pyrrhic victory and a nail in the coffin of this department.

– Dariusz Kuna, Founder and  Business Development Manager at Marten Brands Development

And aren’t the concrete steps in the VR/AR direction a manifestation of Apple’s innovation? I’m mainly talking about the Apple AR Headset. It just may take some more time for Apple to come up with a set at the price of a smartphone or even headphones, a decisive step to change the user experience. I think it’s going to be something with what Apple and Meta will go hand in hand. Apple will provide a cheap and proficient tool for exploring the virtual world that Meta will create.

– Mateusz Kaliszewski, Innovation Hub Coordinator and Senior Service Designer at Allegro