Apple's Magic Is In The Turn, Not The Prestige

Obviously MG is a big, big fan of Apple but that was a pretty solid article. And he's right, Apple is just hammering it down now and making it as good as can be, because that's what Apple does with pretty much every product it releases and that's great.

I'm pretty sure if Apple wanted to they could sit and pull out concept devices all day long, but that's cost intensive and reaps comparatively little reward compared to making something that's nigh on iconic and then improving it constantly. It's the 911 theory basically, take a really good product and improve and improve and improve. There'll be detractors of it, but there'll also be a dedicated group of people that will love the fact it's the product of their dreams but better.

I'm not exactly sure what people expect. The amount of hype that the press has given Apple over the last few years has just made people lose any sense of perspective.

Apple released a smartphone at a time when just about every other smartphone in the market was either entirely business focused or just outright sucked.

Mobile is just maturing as a market segment, most of the low hanging fruit has been eaten. It's clearly just going to come down to creating a refined product. The iPhone is basically becoming Windows XP.

>* But the iPhone is the best trick in their bag. And in the last few years, some people have gotten sick of seeing it.*

Some people or some journalists/nerds? Because the numbers surely don't point to people liking it any less, actually quite the contrary.