I am a fan of Apple products. In fact, I have been a fan so long that I still remember my first Apple computer purchased in 1987. Owning an Apple during that time was radical because it was molding and changing a new market of home users. Over time Apple pushed the envelope again and again. But when it came to my phone I was a hardcore Blackberry user. I was convinced that nothing would ever replace Blackberry devices and that they would forever rule the world. I was surely wrong about Blackberry. Today I use an Apple iPhone 6 Plus in conjunction with my Apple Watch and enjoy them both. I was indoctrinated from Blackberry to Apple that I would be a happy customer, and so far I have been pleased.
Today Apple unveiled the iPhone 7 and a new watch. In a nutshell, I was not impressed and left feeling deeply disappointed. In viewing the reaction of audience members during the presentation, it almost felt like a scene of canned laughter and applause for a television sitcom. I became a bit flustered that each of the new qualities Apple introduced is the standard to competing phones. It had me questioning, “why am I still loyal to Apple?” For starters, the customer support is rock solid. I have never had an issue with an Apple product that could not be resolved with a quick call to Apple technical assistance. Additionally, the ease of use without having to hire a nine-year-old to help you figure out how to use a feature has been a relief. But Apple thinks that all of its users are or will be some amateur turned professional photographer. This is simply not the case with me. I don’t plan on creating any home movies. While I am appreciative towards Apple’s efforts in creating an entertainment device, I would have wished for some practical convenience features.
Many of us professional business users tend to wear the battery life out of our phones. I would have liked to have seen a wireless battery charging platform or something similar to a Tesla charger for the iPhone that will bring your battery life to 70% in 5 minutes. While it is true that Apple extended battery life maybe an hour longer, I remember that same conversation a few iPhones prior where there was a battery flaw causing a replacement recall. Okay, the new home button is no longer an actual button. So what!? Sure, I get haptic feedback which I rarely if ever use. Then the huge announcement that the iPhone 7 is water and dust resistant which is a far cry from waterproof. To me, this only means that once again I am at the mercy of purchasing another Apple condom or similarly based Otterbox.
If Apple wants to impress me, then begin creating devices that don’t crack or break when you accidentally drop them. We live in an active world where Apple claims to be a part of but creates devices corresponding to the children’s egg-and-spoon race. Apple must create a game changer scenario where its devices are durable for a family and practical world free from required and bulky Otterboxes. Why should my prescription eyeglasses be more durable than my iPhone? Once Apple personally answers that question, then maybe I will be awed and impressed.
A part of me would like to buy the new iPhone 7. The practical part of me says it is not worth the move yet. I cannot see the benefit of upgrading my nearly two-year-old iPhone 6 plus. I think I share the sentiment because Apple is struggling and flatlining among many of its loyal users. Sadly the observation I am witnessing is akin to the once dominant Blackberry device. As the mobile device community grew and became radically diverse, it left Blackberry far behind. My fear is that Apple is losing its creative edge allowing other devices or technologies to overshadow its long-standing innovative side.