Under Ive, the iPhone went on a diet until it became arguably too thin with the iPhone 6, which culminated in bendgate. New software and services, faster performance, and improved cameras are all great features, but consumers want more visible change for the iPhone. This year's new iPhones are expected to keep the same designs but add an ultra-wide camera inside of a big protruding bump. In comparison, the iPhone - as fantastic as the iPhone XR and XS/XS Max are - feel like they're falling behind. IPhone sales flatlined as prices became too high, hardware became more than good enough to last beyond two years, and Android phone alternatives have introduced irresistible mobile innovations such as notch- and hole-free displays, in-display fingerprint readers, and cameras capable of shooting ultra-wide photos and stunning night shots. The iPhone no longer has one main rival (Samsung), but myriad competition, especially from China ( Huawei, Xiaomi, OnePlus, Oppo, etc.) Devices that are familiar, but better suit the many different kinds of users that have helped grow Apple into one of the most valuable companies in the world.Ī decade since the iPhone's introduction, Apple's most revolutionary product now faces fierce assault from every direction. Though many will view Ive's departure from Apple as a turn for the worse - "The genius of Steve Jobs and Ive will never be matched Apple is doomed!" - I see his leave as an opportunity for the company to embrace a new chapter of more sensible devices. Instead of products that provide the best form and function, in recent years, Apple products have felt too compromised. But in some ways, Ive's obsession with stripping everything down to its purest form has also been the source of much frustration for users. These are all devices that have changed the world. Ive and his team of close-knit industrial designers have blessed the world with many iconic products, including the iMac, iPod, iPhone, iPad, and Apple Watch over the last 20 years. It'll truly be the end of an era when Apple Chief Design Officer Jony Ive walks out of the massive sliding glass doors of Apple Park to design things at his new company, LoveFrom.
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