As Tim Cook prepares to step down as Apple’s CEO this September, it’s undeniable that he turned Apple into a $4 trillion tech giant. However, it’s certainly not all plain sailing. Here, we take a look at product launches that Apple may have missed its mark under Cook. Or simply put, these products failed to live up to the hype of highly successful products like AirPods and Apple Watch.
Apple is late to the game in artificial intelligence
Artificial intelligence is the biggest buzzword in the industry right now, and while other tech giants like Google or Microsoft have entered a new generation, Apple’s intelligence is clearly not advanced enough to compete with Gemini or ChatGPT. Apple must work with Google to realize its artificial intelligence ambitions at a time when rivals are moving quickly and setting expectations.
We still don’t have a foldable iPhone
Then there are foldable devices, which have become a popular product category. Brands like Samsung Electronics have spent years improving their Galaxy Fold series of smartphones, while Apple has stayed away from the category at all. Display technology has matured to the point where we now have foldable devices with no noticeable creases on the screen. Waiting for technology to mature is a classic Apple move, but it also means missing out on the chance to define the category early on.
“Spatial Computing”
Finally, there’s the Apple Vision Pro. It’s easily one of the most ambitious products Apple has launched in years. The technology is impressive and the execution is brilliant, but the high price, limited use cases, and limited availability (yes, it’s still not available in India) keep it from becoming truly mainstream.
That said, Apple is focused on caring for its users and delivering a complete experience without compromising their trust and privacy. It’s widely believed that Apple was late to the game for a long time, but once it got in, it redefined the industry to a level that all other brands tended to follow.
We never thought the brand would launch a smartphone without a charging module, but here we are.
