Since early 2024, it was quite clear Apple tries her hand in new products categories in an attempt to secure another source of revenue. From the canceled car project to Apple Vision Pro, the company is struggling to reach the next big thing. As Mark Gorman notes, Mark Gorkan notes in his news strength: It will not fly. A large company like Apple can climb on its current products for a period of time. IPhone and Apple accessories are a large share of the company’s annual revenues. But to stay in that desired spot between other giants in the world, Apple will need innovation and give consumers a reason to give them their business.

However, this very huge and successful company failed to do this for years. Not because its new devices are bad – on the contrary, most of them are from the top of the line – but because Apple fails to communicate with the consumer as I did before.

when Steve Jobs, CEO of the current Apple company died Tim Cook had a strategy to maintain the company’s belief in the company: Senior employees who barely work. This has long succeeded and the work of the designer Jony Ive in helping Apple to offer unique and interesting products. After leaving in 2019, it seems that most Apple offers started to stagnate.

What Apple needs now is another Steve Jobs. Jobs was loved: Apple’s face and an eccentric approach to product design and customer experience were persuaded by many people to try the company’s products. The time when the jobs took a chair on the stage to protect itself from criticism.

Today’s Apple products are great devices, but I feel the company has lost a touch when it comes to persuading the normal atmosphere to try its tools. the Vision Pro is a technological miracle, however, those who possess it sit on a shelf that collects dust.

People feel disappointed The next Apple Intelligence and Smart Home Hub also seems to be. IPhone Mini and Plus models have failed to meet sales expectations and now the company is trying a new design: iPhone 17 Air. Apple also thinks about her hand experience in Robotics and works on IPAD robot.

But all these devices fail to communicate clearly to the consumer in response to a very simple question: What is this? Unless Apple can contact its past, I am afraid that its new categories will continue to decline.