“Apple” on the technology banquet table: The halo is fading

In the past, mentioning Apple meant mentioning a symbol of creativity. Under the hands of Steve Jobs, this company not only launched new products but also opened a new era for the entire technology industry. From the first iPhone in 2007, which put an end to physical keyboard phones, to the iPad that opened the tablet market, each time Apple launched a product created an earthquake. Users and experts waited for Apple events as a real technology "party", where new standards were set.

But in recent years, that has gradually changed. Apple still launches products regularly, still attracts attention, but instead of leading the trend, the company has gradually fallen behind its competitors, especially Android manufacturers. The technologies that Apple introduced at recent events, if you look closely, are all features that the Android world has long used.

International technology experts have repeatedly commented that under Steve Jobs, Apple boldly innovated, dared to come up with ideas that no one had thought of, and always put the user experience at the center. But since Tim Cook took over, Apple has changed direction. Instead of becoming an innovative company, they have become a "money-making machine". Every decision seems to focus more on profit, on business strategy, rather than perfection in design or revolutionary breakthroughs.

As a result, Apple has become increasingly slow to innovate. When old designs continue to generate hundreds of billions of dollars in revenue, there is no reason for them to risk investing in innovation. And so, each year, users eagerly await “something different” at the Apple event, but what they usually get is a few minor tweaks: a slightly larger camera cluster, slightly beveled edges, new colors.

Even with the iPhone 17 (the newly released model), what the public remembers most is not the new technology but the new color. Although the camera cluster has changed shape, in the eyes of most users, the most noticeable difference is still only in the shell color.

Looking at what Apple calls improvements, such as 120Hz refresh rate screens, Always-on Display mode, or USB-C ports, it's easy to see that these features have been available on Android smartphones for a long time. While Android users are familiar with these experiences, iPhone owners have had to wait years to access them.

1. "Apple House" constantly misses trends

1.1. Out of step in the AI ​​era

AI is the biggest trend in the technology industry today. From software, online services to hardware, artificial intelligence is reshaping the way we use our devices. In the smartphone segment, AI is no longer just a distant concept but has become a practical feature. Mid-range Android phones priced at around 10 million VND can easily erase objects in photos, recognize text from voice, or automatically edit portrait photos.

Meanwhile, an iPhone that costs three times as much is still sluggish with promises of “having its own AI in the future”. Apple does not lack the potential to develop AI, but its overly cautious strategy is holding them back. This is especially dangerous because AI is not just a secondary feature but can become a key factor in smartphone purchasing decisions. If the iPhone continues to lack truly powerful AI, users may consider leaving the Apple ecosystem to find more attractive options.

1.2. Leaving the foldable screen game open

Another trend that Apple is not playing catch-up with is foldable smartphones. Samsung, Huawei, Oppo, and many others have launched generations of foldable phones with increasingly improved finishes. Initially considered experimental products, foldable phones have now become a real potential segment.

Samsung, Apple's biggest rival, is not only a pioneer but also constantly improving. With the newly launched Galaxy Z Fold7, the company not only improved the design but also integrated many useful AI tools for work and entertainment. In particular, they also give away 6 months of free use of premium AI services such as Generative Edit or Google AI Pro. This shows that Samsung is not only selling a device but also selling an ecosystem of smart services surrounding it.

Meanwhile, Apple has stuck with the traditional iPhone design, with no signs of a foldable iPhone coming soon. Despite numerous patent leaks, Apple’s silence feels like it’s missing out on an important trend.

1.3. Safety turns into stagnation

Apple is famous for its philosophy of “not being first, but being best.” This has served them well: the iPod wasn’t the first music player, but it was the best. The iPhone wasn’t the first smartphone, but it was the smartphone that changed the world. But that philosophy is now becoming an excuse for being slow.

While Android companies are taking bold risks, Apple is playing it safe. It seems to believe that as long as it has a strong brand and a loyal user base, it doesn’t need to innovate too quickly. But that loyalty has its limits, especially when consumers today are willing to try something new if it offers real value.

2. The mistakes of Nokia and BlackBerry

In the world of technology, innovation is never an option but a prerequisite for survival. Any brand, no matter how illustrious its history and dominant market share, can quickly collapse if it stops innovating or is slow to adapt to new trends. What happened to Nokia, BlackBerry or Motorola is the clearest proof of this harsh law.

Nokia, for a long time, was considered the unshakeable “king” of the mobile industry. At its peak, it held more than 40% of the global market share, with a series of legendary phone models such as the Nokia 3310, N95 or E71. These products were not only popular but also became a symbol of popular culture. However, overconfidence and conservatism cost them dearly. When Apple introduced the iPhone with a multi-touch screen in 2007, Nokia stubbornly believed that Symbian and a physical keyboard were enough to maintain its position. That slow change turned Nokia from a monument to a name that was forced to sell its mobile division to Microsoft in just a few short years.

The story of BlackBerry is not much different. Once the “standard” for global business people, BlackBerry was popular for its convenient QWERTY keyboard and secure email system. But they focused too much on traditional customers and ignored the widespread smartphone trend. When consumers began to prioritize entertainment experiences, photography, social networking applications and a rich app store, BlackBerry still tried to cling to its old values. This slowness caused them to gradually disappear from the market, despite once being considered invincible.

Motorola also had a golden age with the Razr flip-phone, a fashion icon for millions of users. However, they also failed to keep up with the shift to touchscreen smartphones. The story of Motorola, Nokia and BlackBerry shows a truth: in the world of technology, no one stays on top forever if they do not renew themselves.

These “mistakes” are a clear warning for Apple today. With its huge position, loyal fan base and trillions of dollars in revenue, Apple seems to have not seen the danger ahead. But if they continue to follow the safe path, adding only small improvements through each product generation, they may inadvertently repeat the tragedy of Nokia or BlackBerry.

The key difference lies in leadership. Under Steve Jobs, Apple not only created products but also shaped trends. Jobs was a man who dared to think differently, to take risks, and to change what seemed untouchable. He was not afraid to bet on the iPod, iPhone, and iPad, devices that were once doubted but ended up changing the industry. In contrast, under Tim Cook, Apple became a perfect management machine, optimizing supply chains and revenue but lacking revolutionary leaps.

Apple seems to be putting too much faith in its brand power and its glorious history. But customer loyalty is not endless. The technology market changes every day, and if a brand no longer brings excitement or a sense of “differentiation,” consumers can completely leave. If it does not rediscover its spirit of bold innovation, the “Apple House” risks repeating the same tragedy that the giants of the past have experienced.

3. Conclusion

For many years, Apple product launch events used to be the place to shape global technology trends. But now, they have gradually become bland parties, lacking surprises and emotions. People come to the party no longer to witness breakthroughs but only to see Apple change the color of its products or make small changes in design. If they want to continue to maintain their position, Apple must regain the creative spirit that made their name. They need to boldly step into the AI ​​era, they cannot continue to be slow. They need to dare to try bold ideas such as folding screens, rolling screens. And most importantly, they must put users back at the center like Steve Jobs did. Because, in the world of technology, no brand is immortal. A brand that once stood at the pinnacle of glory can also collapse quickly if it stops innovating. Apple used to be a leader, a symbol. But if the "Apple party" continues to be bland, the day when users turn their backs may not be far away.