Apple: It's Time to Start Innovating Again

As everyone knows by now, and probably before the special event, Apple has released two new smartphones. In a step away from tradition, Apple replaced the current model iPhone 5 with the iPhone 5S and added to the lineup the iPhone 5C whilst they kept the iPhone 4S.

In my opinion, what Apple failed to do is innovate anything new. Other smartphone manufacturers have had better cameras for years, have had coloured phones for years. We have seen fingerprint readers before. They have never taken off.

It seems in recent years that Apple really has taken a back seat to innovation. Where are the iPhones, the iPads, the Macs that made them the company they are today? We no longer get huge leaps in technology when they announce something. We get some half-baked ideas (hello Apple Maps) or some strange jump at a new market (hello iPhone 5C). Everything we see has been done before or is already being done by some other company.

Don’t get me wrong, we have seen some great products mixed in there- iOS 7, new Mac Pro, and the iPhone 5 and MacBook Pro Retina last year. But these products are quickly put to rest with basic, simple revisions which seem to purposefully hold back on technology that could be put in the devices. Where is the innovation? Where is the break from the norm which we have come to expect from this tech giant?

I understand that they have an image to uphold and they can’t just ‘go all in’ or that will be ruined. Apple is about refining the technology and implementing it in the best way possible. But I feel in this day and age that approach is causing them to fall behind, not be out in front.

And now we turn to Tuesday’s event. A coloured phone. Really? That’s never been done before. Sure, it may have been in the pipeline for a long time, but this is exactly what Apple’s approach is doing. But that isn’t where I was going with this paragraph. I want to know why. To break into the Chinese market, sure, but does it not just cheapen the whole look of iPhone and ruin the image Apple has built of strong, reliable products at the top of their respective fields. Only time will tell. Another part of that annoyance is the fact it is meant to be a budget iPhone. Starting at $739 here in Australia is **NOT **cheap in any sense of the word. The fact that Apple and other tech companies are ripping off us hard working Aussies is a topic for another day.

Alas, I think I have put my point across.

Apple. Please, for the love of whoever or whatever, start innovating and making products which are the envy of the competition again. You are slipping. You need to fix it now.

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