The Cycle of Innovation: A New Approach for Apple?

The software updates landing at roughly the same time everyone's on the same page on what to expect, it's a smooth dance between the store employees, the press, the investors, and the analysts. However, this seamless process is put to the test when we have a situation like this year where Apple markets the phone as being built for AI, touting "Apple Intelligence" as a transformative experience that will revolutionize what you do with iPhone.

But out of the box, there's no apple intelligence it brought about, and reviews say maybe people should wait to buy it. The disappointment is palpable, with folks jumping on social media saying they feel like their last phone was just that - last year's model. So why bother upgrading? Apple's marketing strategy for AI seemed promising at the time of WWDC, but now it feels like a slow roll-out, with October giving a few features and November or December adding more.

This situation begs the question: would it have made more sense to wait on the release of the iPhone 16 until Apple Intelligence was ready? Wall Street certainly would have flipped out if Apple had followed this path, but true fans are fine waiting for something that's fully cooked. After all, we don't get annual updates to all of Apple's other products because it's not always necessary or possible to make a leap in the experience worthy of launching a new device.

Take the AirPods Pro 2, for example. Released in September 2022, this product is getting a software update soon that makes it feel like a whole new product. With features like Hearing Health and FDA-authorized hearing aids, it's no wonder people are excited about the potential of these updated AirPods. This highlights how software can make something feel new and exciting again, even if the hardware itself isn't drastically changed.

Apple's focus on environmental sustainability is also worth noting. The company wants to bring its carbon footprint down to zero by using more recycled and renewable materials in its products. One way to achieve this goal is to encourage customers to keep their devices around longer with software updates, as these processors can handle so much load. This approach would reduce the need for frequent hardware upgrades.

In an era where Apple's business is no longer just about hardware, but also subscription services like Apple TV and partnerships with Amazon Prime, it makes sense to rethink the cycle of innovation. Just like Nintendo, which doesn't follow set rules when it comes to product releases, Apple can surprise its customers with new devices at any time. The Nintendo Switch, for example, was released in 2017 and still works just fine today.

But what sets Nintendo apart is its straightforward approach to announcing upcoming products. In May of this year, the company's president tweeted that the announcement of the successor to the Nintendo Switch would come within the fiscal year, with an expected release date of early 2025. This lack of mystery about upcoming releases has helped Nintendo build anticipation and excitement among its customers.

The phrase "surprise and delight" was allegedly coined by Apple, referring to the idea of giving customers unexpected rewards or events to attract loyal fans. While this approach can be successful in the short term, it may not be sustainable in the long run. Perhaps it's time for Apple to rethink its strategy and surprise its customers with new devices when they're ready, rather than sticking to a hard date on a calendar.

What do you think? Will Apple ever break free from this cycle of innovation, or will it continue to follow the same pattern that has worked (or not) for years? Share your thoughts in the comments below.

"WEBVTTKind: captionsLanguage: enthe yearly spectacle that is the iPhone launch could be a thing of the past and I know that sounds wild because I've been covering annual iPhone launch day lines since it All Began but reports are now questioning if apple is rethinking the strategy of pushing out a new iPhone every year based on this late in the year arrival of Apple intelligence frankly I think Apple needs to change the upgrade cycle when it comes to the iPhone you could say apple is stuck in a Loop and I think the company can take a few lessons from another globally influential tech company that was big in the'80s Nintendo on the day I was going to film this week's apple video I stopped everything for a bigger story a Nintendo Story the video game company surprised the world this week by suddenly dropping new hardware it was this emotion sensing sleep tracking interactive sound alarm clock it's called alarmo now the internet went wild over the unexpected gadget news something so quirky so strange and yet it's tied to Health by tracking sleep it puts a new Twist on alarm clocks is high-tech with motion sensors and no one was expecting it on a random Wednesday in October there was no early heads up to the Press no teaser to the internet it was a true surprise and Delight moment something Apple might want to tap into more so much in consumer Tech is very routine right now and I think Apple could take a lesson here this week let's go over why Apple might be motivated to change the approach to its yearly iPhone updates and start thinking different I'm brid Carey and this is one more thing at the start of the week Bloomberg's Apple reporter Mark gurman got everyone buzzing when he put out a piece about how he sees Apple inching away from the annual product upgrade cycle the pattern we've been used to for a while is that for WWDC in June Apple shows off new software and then the hardware comes the iPhones the Macs they all arrive in September and October with the software updates landing at roughly the same time everyone's on the same page on what to expect the store employees the press the investors and the analysts it's a smooth dance but what happens when we have a situation like this year where Apple markets the phone as being built for Apple intelligence Apple intelligence is going to transform so much of what you do with iPhone and of course AI is part of the big launch Day Celebrations and media push I say A you say I and well out of the box there's no apple intelligence it brought about reviews that said maybe people should wait to buy it I saw folks jumping on social media saying they felt disappointed about how it all feels the same as their last phone so why bother upgrading Apple intelligence will be a slow roll out October gives a few features November or December may give a little bit more we saw the broad potential in June with the big sales pitch at WWDC and customers are now left in the dark wondering when or how it all comes together would it have made more sense to wait on the release of the iPhone 16 until Apple intelligence was ready Wall Street certainly would have flipped out but I think true fans are fine waiting to spend their money until something is fully cooked we don't get annual updates to all of Apple's other products because it's not always necessary or possible to make a leap in the experience worthy of launching a new device there's not an iPad every year some Macs go a few years as well and take a look at the airpods pro two here is a product that came out in September of 2022 and it's getting a software update soon that makes it a whole upgraded experience to the point where it could feel like a new product possibly be the must have air air pods of the year with hearing Health features that turn it into FDA authorized hearing aids it's a perfect example of how software can make something feel new and exciting again and prevent us from just dismissing something that's outdated for being 2 years old of course we can't talk about Hardware updates without considering the environmental impact apple is putting a greater focus on using recycled and renewable materials and it wants to bring the company's carbon footprint down to zero now the best way to do that is it just make fewer products let's see apple embrace the idea that we keep our devices around longer with software updates since these processors can handle so much load now with AI Apple's business is no longer just a hardware business there are plenty of subscription Services also taking in our money all the time including Apple TV which Apple's finding new ways to sell to more customers with an Amazon Prime partnership it just makes sense that a new iPhone isn't needed every September now I know comparing Apple to Nintendo is comparing apples to mushrooms but Nintendo is an example of how there are no set rules you have to follow to be a juggernaut technology company we can just have a sudden drop of a bedside sleep Gadget and fans are going to get a kick out of the surprise making it a big Buzzy moment in the news and if we're talking about the frequency of upgrades Nintendo sure doesn't do that often the switch console came out in 2017 and still works just fine but the iPhone that came out that year the iPhone 10 yeah it's not able to get this year's iOS 18 software but the Nintendo executives are also just more straightforward with the public and customers out of the blue back in May Nintendo's president sent out a tweet saying the announcement of the successor of the Nintendo switch will come within the fiscal year so that means it could come in early 2025 and he was clear the next big news event at the time was going to be focused on this year's games see you could just tell people what to expect we don't have to have mysterious teasers there's no pattern we have to follow every time for product launches and you know what Nintendo's customers now go into the holiday season knowing maybe something new will come soon but they still have lots they can do with existing technology there is a business phrase that is said to have originated with apple it's called surprise and delight and the meaning is that a company should give customers unexpected rewards access or even unexpected events as a bit of a tactic to attract loyal customers maybe in an era where software is King we could just let the hardware drops be a delightful surprise to Apple Fans when they are ready to be launched and not be on a hard date on a calendar what are your feelings on the matter jump into the comments and let me know if I'm just dreaming an apple will never leave this cycle because of Wall Street expectations and the fear of seeing its stock drop or if you think Apple's the one that needs to flip the script and wake up up to reality if so maybe they should check out this alarm clock thanks for watching I'll catch you next time for one more thingthe yearly spectacle that is the iPhone launch could be a thing of the past and I know that sounds wild because I've been covering annual iPhone launch day lines since it All Began but reports are now questioning if apple is rethinking the strategy of pushing out a new iPhone every year based on this late in the year arrival of Apple intelligence frankly I think Apple needs to change the upgrade cycle when it comes to the iPhone you could say apple is stuck in a Loop and I think the company can take a few lessons from another globally influential tech company that was big in the'80s Nintendo on the day I was going to film this week's apple video I stopped everything for a bigger story a Nintendo Story the video game company surprised the world this week by suddenly dropping new hardware it was this emotion sensing sleep tracking interactive sound alarm clock it's called alarmo now the internet went wild over the unexpected gadget news something so quirky so strange and yet it's tied to Health by tracking sleep it puts a new Twist on alarm clocks is high-tech with motion sensors and no one was expecting it on a random Wednesday in October there was no early heads up to the Press no teaser to the internet it was a true surprise and Delight moment something Apple might want to tap into more so much in consumer Tech is very routine right now and I think Apple could take a lesson here this week let's go over why Apple might be motivated to change the approach to its yearly iPhone updates and start thinking different I'm brid Carey and this is one more thing at the start of the week Bloomberg's Apple reporter Mark gurman got everyone buzzing when he put out a piece about how he sees Apple inching away from the annual product upgrade cycle the pattern we've been used to for a while is that for WWDC in June Apple shows off new software and then the hardware comes the iPhones the Macs they all arrive in September and October with the software updates landing at roughly the same time everyone's on the same page on what to expect the store employees the press the investors and the analysts it's a smooth dance but what happens when we have a situation like this year where Apple markets the phone as being built for Apple intelligence Apple intelligence is going to transform so much of what you do with iPhone and of course AI is part of the big launch Day Celebrations and media push I say A you say I and well out of the box there's no apple intelligence it brought about reviews that said maybe people should wait to buy it I saw folks jumping on social media saying they felt disappointed about how it all feels the same as their last phone so why bother upgrading Apple intelligence will be a slow roll out October gives a few features November or December may give a little bit more we saw the broad potential in June with the big sales pitch at WWDC and customers are now left in the dark wondering when or how it all comes together would it have made more sense to wait on the release of the iPhone 16 until Apple intelligence was ready Wall Street certainly would have flipped out but I think true fans are fine waiting to spend their money until something is fully cooked we don't get annual updates to all of Apple's other products because it's not always necessary or possible to make a leap in the experience worthy of launching a new device there's not an iPad every year some Macs go a few years as well and take a look at the airpods pro two here is a product that came out in September of 2022 and it's getting a software update soon that makes it a whole upgraded experience to the point where it could feel like a new product possibly be the must have air air pods of the year with hearing Health features that turn it into FDA authorized hearing aids it's a perfect example of how software can make something feel new and exciting again and prevent us from just dismissing something that's outdated for being 2 years old of course we can't talk about Hardware updates without considering the environmental impact apple is putting a greater focus on using recycled and renewable materials and it wants to bring the company's carbon footprint down to zero now the best way to do that is it just make fewer products let's see apple embrace the idea that we keep our devices around longer with software updates since these processors can handle so much load now with AI Apple's business is no longer just a hardware business there are plenty of subscription Services also taking in our money all the time including Apple TV which Apple's finding new ways to sell to more customers with an Amazon Prime partnership it just makes sense that a new iPhone isn't needed every September now I know comparing Apple to Nintendo is comparing apples to mushrooms but Nintendo is an example of how there are no set rules you have to follow to be a juggernaut technology company we can just have a sudden drop of a bedside sleep Gadget and fans are going to get a kick out of the surprise making it a big Buzzy moment in the news and if we're talking about the frequency of upgrades Nintendo sure doesn't do that often the switch console came out in 2017 and still works just fine but the iPhone that came out that year the iPhone 10 yeah it's not able to get this year's iOS 18 software but the Nintendo executives are also just more straightforward with the public and customers out of the blue back in May Nintendo's president sent out a tweet saying the announcement of the successor of the Nintendo switch will come within the fiscal year so that means it could come in early 2025 and he was clear the next big news event at the time was going to be focused on this year's games see you could just tell people what to expect we don't have to have mysterious teasers there's no pattern we have to follow every time for product launches and you know what Nintendo's customers now go into the holiday season knowing maybe something new will come soon but they still have lots they can do with existing technology there is a business phrase that is said to have originated with apple it's called surprise and delight and the meaning is that a company should give customers unexpected rewards access or even unexpected events as a bit of a tactic to attract loyal customers maybe in an era where software is King we could just let the hardware drops be a delightful surprise to Apple Fans when they are ready to be launched and not be on a hard date on a calendar what are your feelings on the matter jump into the comments and let me know if I'm just dreaming an apple will never leave this cycle because of Wall Street expectations and the fear of seeing its stock drop or if you think Apple's the one that needs to flip the script and wake up up to reality if so maybe they should check out this alarm clock thanks for watching I'll catch you next time for one more thing\n"