Apple has been one of the great innovators of our age – there is no arguing that! But, what is happening at Apple Computers today (and for the last ~10 years) is less than what I’d expect from the tech giant. Incremental innovation is all I’ve seen, and we’re witnessing the decline of a great innovative company.

Incremental innovation is interesting and legit, but it cannot and should not become the only way a company evolves. Innovation is about imagination, about making the impossible become possible. Adding more camera lenses and minor features to the phone simply isn’t enough. These additions turn the iPhone into a great camera, taking advantage of our society being self-absorbed, everyone taking professional shots of every meal, and everyone trying to become an ‘influencer.’ If it were not for the ‘status symbol’ of buying every new release and tossing away a perfectly good iPhone (my iPhone 10 works just fine), would the iPhone still sell?

Apple has enormous talent at the company. Great minds that can change the world. Minds who learned how to truly innovate under Steve Jobs’s leadership. Nurture these minds and allow them to innovate. Why not start thinking and innovating outside of the box? Imagine if the thousands of brilliant minds at Apple started innovating again instead of releasing minor changes to a great product that was designed about 20 years ago! Imagine the hundreds of new products Apple could introduce?!

For a company that carries the badge of the very few Trillion-dollar companies, we the public would love to see at least one fabulous innovation per year from Apple.

Steve Jobs took us into realms of imagination never known to man. Please, let us see this innovation and imagination again. Please, do not let the iPhone die.

Imagine | Disrupt | Innovate | Lead