Apple Inc. is an American multinational technology company headquartered in Cupertino, California, that designs, develops, and sells consumer electronics, computer software, and online services. It is considered one of the Big Four of technology along with Amazon, Google, and Facebook.

Why am I even introducing Apple, everyone knows them. They produce iPhones, iMacs, Apple TVs, and the all famous MacBook laptops. It’s by no surprise the company will face some sort of criticism throughout its existence. I am here to give my personal opinion on how the company strayed from it’s roots.

Steering away from Steve Job's vision.

Steve Jobs was a talented entrepreneur, his vision for Apple was simply innovation, quality and customer satisfaction. When you think about it, what’s a tech company without innovation?
Do you remember how excited you used to get when a new iPhone device was revealed at an Apple press conference? People would be blown away by the new tech that was revealed. The jump from the iPhone 3 to iPhone 4 was massive. There were new specs and the whole design was reinvented with a whole glass back. Samsung and Lg were the laughing stock at that time. No one fancied their cheap plastic designs. I wish that could be said about them today. The iPhone 5 also took a great leap from the iPhone 4. Although not as impressive, it still delivered great pricing and innovation. Of course, we can’t expect a new design every year, but we sure expect a lot from Apple. Especially if you’re an investor.

Apple was truly ahead of its time, especially when it came to devices such as the MacBook computers. They had an outstanding aluminum finish which gave all its laptops a sleek look while maintaining a durable build quality. Aesthetically, no one could even compete. So what exactly is wrong with Apple? Why does this article exist?

Where it all went wrong

I’m not sure where to start. For a while now, everyone has accepted that Apple is simply an expensive brand. For some individuals, it shows status and social standard. To me, Apple has become something it never was, a luxury brand. Or at least, I think that’s where it’s heading to. Before, you would buy an expensive product and still feel like you get what you paid for. Currently, I don’t see Apple delivering on what they charge. Pricing is definitely a problem with Apple. iPhones are getting extremely expensive and yet they don’t seem to deliver. Apple seems to think that this is a monopoly, and with that sort of mentality, even the most loyal customers will drift away. Fun fact, the iPhone X only costs 300$ to make. I do not see the correlation to why the prices are so high. Competitors like Samsung and Lg are catching up fast and they seem to price their phones well.

 A company that goes by the name of Poco released their $300 phone which has some really high specs, such as a 1080p LCD display, 6GB of ram, 64gb of storage with a Qualcomm  Snapdragon 845 chipset. These are some serious specs for a $300 budget smartphone. For a phone that costs $1000 or more, Apple really needs to justify why exactly the price is high. Phones worth mentioning that are cheaper and are of flagship standards are the Google pixel 3, the Galaxy s9, the Lg G7 and the Oneplus 6. The problem is not the iPhone, the problem is that competitors are getting better at making phones. Apple needs to have the same level of innovation it had 10 years ago for them to stay on top. So far it seems like people are just paying for the brand. I know for sure that there will be negative implications in the long run if the devices are not priced well. The iPhone X’s have been selling horribly and I think the company needs to reevaluate some of its business practices. 

The same thing is happening with MacBook laptops. Competitors have caught up and it’s getting harder for a consumer to distinguish the benefits of buying an Apple computer rather than a windows laptop.

Killing the vibe

Apple is a global brand. Whatever dumb decision it makes, all other companies follow. When it prices high, everyone prices high, when it removes the headphone jack, everyone removes the headphone jack, when it introduces an ugly notch, everyone does the same thing. It’s almost like Apple sets the market standards, which affects the average consumer. 

Apple is a great company but we cant dismiss facts and its declining smartphone sales. For a short period of time, it became the first trillion dollar company. As of this writing, Apple’s valuation has fallen below 1 trillion and looses its title at the number one spot. 


The competition is real

From laptops to smartphones, its pretty clear that Apple needs to change. Companies such as Huawei, Oppo, Vivo, Samsung, Lg and etc are making remarkable devices for a fraction of the price. The only thing that is holding Apple is brand loyalty. Unfortunately, as the industry shifts, brand loyalty might not be enough to keep people from discovering new devices.  

There is so much more that could be said regarding this topic. I love Apple products and I would like to see the company evolve into the best tech company. Not a bloody LUXURY brand.

Kenyon Ndezi is a recent graduate, writer, creator of; and the owner of, which is a company focused on building apps for small businesses and individuals. Follow along and get inspired!

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