I think Apple has forgotten how to think different.
They’ve become increasingly reactive to—and dependent on—the market to tell them what to make next. They made a VR headset because everyone else made one. Their inclusion of AI on their platforms is because AI became popular. They famously Sherlock apps.
To some extent, this is expected in the same way iPhone was a reaction to other phones on the market. But at the time, it was such a huge leap forward. When Apple enters new spaces now, they only barely one-up the others, if at all.
Simply put, being inventive is no longer at Apple’s core.

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