From the reading and own actual user experience, now it make sense, after Steve Jobs dead, succession by Tim Cook, his job is maximize profit for stakeholder (without doubt, few year on the road, they recycle and keep using previous design and “milking the market”, this is why despite had very cool designer Jony Ive still there but practically do not use their design heavy for make any new innovative replacement, or purposely slow it down.
After few years on the road (by practice this cash maximisation strategy), this is why we see same phone look and feel for each generation of new iphone, ipad and almost everything, because it recycle the old design. To counter the fall in unit sales volume, they start increase the price for each new release, and still sales old phone. But since early this year, they no more publish unit sales volume, because finally the market had fall dramatically (let be realistic, the magic from Steve Jobs – the greatest salesperson for Apple, is long gone after his dead), due to manipulate for those years, market really tired for Apple product that more excite to be own one of it, all look for change. This is why, Apple got to transform, make the shift to services subscription model.
So with that iconic and great designer left this year, I can imagine how the coming design will be look and feel like, because it do not had the soul, no more being innovative and lead the change.
No wonder I saw the smart watch despite for so many generation is remain the same. When in compare with Samsung each new release they want to break the past, under this scenario and context, how can Apple do not fall. Market is no stupid, whether you are provide them your very best product for each round, or competitor who did, they know.
Now I fully understand, why after iphone 3G, then 4, but after I lose interest in iphone, because it no more consider innovative, and I make the shift to Android, from Sony (take photo), to Samsung S9+, and if I consider another phone for near future, guess what?
Side note, Jony Ive had start own “LoveFrom” brand and logo, we should expect something from him and his own design firm in the market soon. US trademark filing also makes references to goods and services cover every category of product everyone could imagine, from cars, drones, beauty products, household appliances, kitchen appliances, etc. So we need to actually see what Jony Ive’s focus on at LoveFrom. Apple’s announcement said that it will be a client of Ive’s new design firm, we can imagine why, since the Apple design soul is with Jony Ive, if Sprit is with Steve Jobs.
I just realized, all the while what I bought for those year, actually Jony Ive design product. It really worth to consider and better use it design talent in the better way outside of Apple, since the strategy now pursue is very different than Steven Jobs era. In the business, nothing right or wrong, different era need different strategy, and different leadership need different team of people work for them. Like it or not, it Tim Cook era, he had his own mind and what to be good for Apple now and future, we need to see how it good for the near future. I believe at least give the market once again what excite them about, innovative product that wow should be consider, at least to balance the market wants and needs as one part of the overall consideration. It no point to kill off the goose (the market) that provide you the golden eggs.