Apple has always been known for innovation, and the brand has always led the technological space in some way or another. From impossibly thin machines to some rather magical software wizardry, the tech giant has always had something to show for.
Even if the designs were quite literally limited by the technology of their time. This has been emphasized the most in their iPhone lineup of devices, which have challenged conventional norms and often brought with them some baffling choices, despite which they remain popular as ever.
That being said, things have not been the same since Steve Jobs passed away, and the company has seemed to have become a bit too comfortable. Here are 5 ways Apple seems to have lost its magic with every new iPhone entry.
Ways IPhones Are Starting to Become a Lot Less ‘Magical’
Visual Inconsistencies and Bugs, Even More Than Usual
It’s no secret that current iterations of Apple software suffer from a plethora of bugs and inconsistencies. The introduction of Liquid Glass with iOS, iPadOS, watchOS and macOS 26 has been a little controversial, with many fans not appearing to be very pleased with the changes.
iOS 26 in particular feels very wonky, and the implementation of Liquid Glass feels like a major step down from iOS 18’s simple but clean design language. Make no mistake, Liquid Glass has a few really cool visual effects, but some parts of the experience just don’t add up.
Conforming to the Norm
Apple seems to have become content with its current position, refusing to innovate further. If anything, the tech giant appears to have become quite complacent, and each iPhone hardware refresh barely brings with it any changes over the original (admittedly though, the 17 and Air series seem to be changing that).
Successive iPhone versions feel the same, and there’s barely any reason to upgrade. Even Apple Intelligence, the selling point of these devices, turned out to be a disaster.
Falling Behind Its Competition
Apple has historically always been a bit behind its competition, but it’s been a lot worse recently. Especially when compared to Android, which seems to offer better value and specs for just about everything.
Be it high refresh rate displays, an always-on mode (which has been a staple of Android phones for years) or even general day to day performance, iPhones have stagnated far behind the competition.
There are also a few minor, frustrating things one runs into when using iPhones. Lack of a proper file manager, as well as a tightly locked down ecosystem (no easy sideloading) make it hard for potential new users to make the switch.
There are still a few areas where the iPhone remains unbeatable though, especially with regards to cameras and ease of use.
The Lack of the Old Apple ‘Charm’ and Conforming to Homogeneity
There was something ‘magical’ about Apple, but that era has long gone. Every product feels similar to the rest, conforming to a certain degree of homogeneity to them. iPhones don’t really feel as unique as they used to be, and Apple appears to have settled into more boring designs with less flashy color schemes.
The iPhones of old used to push boundaries of what was possible with current day tech, often flying too close to the sun. This was precisely what made iPhones such a unique product, but now that seems to have been lessened further.
Apple Might Be Back on Track, After All
Apple began this month’s event with a quote from Steve Jobs, ‘Design is not just what it looks like and feels like. Design is how it works’. This quote once symbolised the core of Apple’s design, but eventually made way to more uniform, disappointing, and predictable evolutions.
They do seem to be finally ready to go back to their roots, and this is quite clear with this year’s iPhone lineup.
Ignoring the fact that Apple finally managed to catch up to what was the base standard of Android midrangers in terms of hardware (not the internals, mind you), they did do a pretty good job this time around.
The base iPhone 17 is the best value phone they’ve had in years, and brings with it ‘Pro’ level features such as ProMotion (a fancy word for an adaptive 120 Hz display), and of course, the A19 Bionic. It’s perhaps the only iPhone you’ll ever need for a while.
The Pros are built for raw performance, and their designs scream the same. This is a big, bulky phone that has an obnoxious design that will let everyone know it’s the latest and greatest iPhone, and that you own one.
Jokes aside, the addition of a vapor chamber to the Pros does appear to be quite impactful, and should help Apple cover lost ground against Snapdragon.
But there is nothing as indicative of Apple’s shift to older designs than the iPhone Air. The Air is a new class of iPhones, aimed to replace the Plus line (which sold too few units, much like the failed but beloved iPhone Mini), and is perhaps the most Apple thing I’ve seen in years.
The design is impossibly thin, and comes packed with the A19 Pro for its internals, which are concentrated on the camera ‘island’, with the rest of the phone being eaten up by the battery.
The result is a magical looking device that somehow redefines the next step in evolution for mobiles. It’s not a new concept though, but it is going to be a popular one, and one that many will copy.
It’s not without its faults though, and there have been complaints about its mediocre performance and battery life. That being said, this is about to be expected from a first generation product. Might be better to wait a generation or two before buying (or copping up that sweet, rumored iPhone fold!).
Although, it’s nice to see Apple try to be a bit more unique again, and chase the stars.
