Apple is in a weird spot. They’re probably sitting on a metric shit-ton of cash, and happily bucked the trend of laying off their employees (for a while). They were in a position to grow and expand as a tech company, while everyone else was restricting themselves.

Sadly, they haven’t looked to solidify their position for years, and outside of the Apple Watch, there have been very few true innovations from Apple for a long time. Apple actually have an extensive applied ML science team (source: have worked with them), but like many of their divisions, they just don’t have the faith to pull the trigger and truly invest in them.

Apple right now just…kinda exist. They make shareholders a lot of money, and they churn out incremental updates that keep fans happy, but is that a tactic for long-term success, or a sign of a business that’s out of direction?

They’ve been in a slump for a while in terms of product innovation. Technically though, they’re designing some of the best processors on the planet for the past 4-5 years or so. They recently beat Intel on single core performance (which was the last thing Intel still had over everyone else)

Apple aren’t going anywhere, and if you look at the stock ticker, wall street doesn’t think so either.

I think they’ve hit a point where they’re doing more for shareholder value than for customers.

They’re so scared of iPad chewing into Mac sales that they’ve hobbled iPadOS, leaving it just useful enough to encourage people to buy both. They’re continuing to offer base 8gb RAM, despite it costing them pennies to increase that to 16gb, because they like the money they make from charging for upgrades.

They’re one of the world’s most valuable companies, and they’ve got there by shortchanging customers as much as possible over the past 15 years.

In many ways, I have no problem with what they charge for their devices. What they make is (generally) very high quality and can last for a long, long time. The likes of Amazon and AliExpress have given us a false sense of how expensive things should be.

But I do have a problem with feeling like I’m not getting the most from my purchase.

Like, I have a 6th gen iPad mini. It’s a great little device. But I can’t help thinking how much more useful it could be if Apple had allowed Stage Manager and external display support on it. But why would they when a 256gb version of it puts it on par with a Mac mini. For the majority of what I do, I could be happy with my iPad hooked up to a display, with the ability to side load apps, a la macOS, and the ability to be portable. But Apple don’t want people buying the cheapest they can work with when they can charge twice for both a Mac and and iPad. So they’ve intentionally hobbled the iPad.

And that’s a problem for me.