Comparing Apples to Apples: Why Each Keynote Feels Like Déjà Vu

They’re here! The next wave of Apple products have been announced and with the release of the iPhone 6s, it’s time once again to take a closer look at the Apple monopoly. As usual, Apple has stirred up a frenzy of opinions and criticism with the release of their latest products, which include: iPhone 6s, iPad Pro, new Apple TV, and the Apple Pencil. It may very well be the most diversity we’ve seen in an Apple product launch in a while. But of course, people are talking, and Apple may not like what they have to say (they’re probably not listening though).

For instance, many people are pointing out the fact that the iPad Pro doesn’t actually offer anything worth while to professionals (media and design professionals being the target market). Mike Messina, Senior UX/UI Designer at AOL says, “It doesn’t look to have many practical applications in terms of a professional design tool as it’s not possible to use full Creative Suite and other industry-standard applications on a tablet device.” Apple has stressed iPad Pro’s ability to handle, “…everything from professional productivity to advanced 3D design,” but doesn’t seem to live up to the hype. But besides the changes to iPad, there isn’t much else to bat an eyelash at. The iPhone 6s is, of course, a slightly different iteration of the same thing Apple Pencil isn’t for the average consumer, and—actually Apple TV looks pretty cool.

But even with these constant lackluster product launches that have become the norm, Apple is looking at record third quarter results. But it’s always been that way. If somebody isn’t telling you they hate Apple products, they can’t tell you why they swear by them, or they give you the same reasons as the last 10 people you asked. It’s a very polarizing topic and everyone wants to jump on the bandwagon. Having an android phone (Galaxy S5), I can tell you that I don’t miss my old iPhone 4s, and when I’m on Facebook and catch highlights of the keynote, it always gives me Déjà vu. The new iPad is—bigger! The iPhone 6s comes in rose gold now! Apple Pencil!!! Many people are also disappointed that Apple isn’t hearing what the consumer actually wants, or what we didn’t know we needed. “We all laughed at the iPad, saying no one would ever pay for ‘just a larger iPhone’. We had no idea what we were saying. But [Apple] did, and [Apple’s] innovation practically created the tablet market we have today,” says Aerin, Consumer Engagement Manager at She also talks about how Apple changed the game for music, and made podcasts mainstream. She would also like to see them start offering “…Apple-made TV on Apple TV,” like Netflix and Amazon. Original content could really spruce up their libraries and would be a nice companion to the recently launched Apple Music. All these are great ideas and ultimately what made Apple the technology tycoon that it is today.

But it seems that for now, Apple still occupies the thrown. With upwards of 47 million iPhones sold in the period ending this past June, there’s no signs that people care about product innovation. It seems that people just want bigger phones; which is odd because two years ago, smaller was the way to go.

This article was written by Matt Mastrangelo, a writer for dusk magazine. 

1 Comment on Comparing Apples to Apples: Why Each Keynote Feels Like Déjà Vu

  1. Thanks for the shout-out! Happy to see we aren’t the only ones who think Apple needs to step it up.


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