Am I Truly an Apple Enthusiast?

I consider myself an Apple enthusiast. I've invested significantly in their products, not just for my business needs. At times, I've defended Apple quite passionately and may have overlooked the merits of rival brands.

Like many Apple aficionados, I hold high expectations — I want to be impressed every year. My allegiance isn’t unconditional; a few missteps, unmet promises, or price increases could easily drive me to explore alternatives. Here are five surprising lessons I learned about Apple in 2022.

1. Embracing Fun in Innovation

Let’s start with some positive news. The Apple Watch Ultra demonstrates that Apple can still embrace fun in its designs. While it's marketed towards extreme sports enthusiasts, the reality is that most owners won’t use it for anything beyond casual hikes.

Many will purchase the Apple Watch Ultra for its aesthetics and as the pinnacle of Apple’s wearable technology, rather than for its extreme capabilities.

This is a testament to Apple’s ability to push boundaries with clever marketing and product features. I hope they maintain this adventurous spirit.

2. Intense Competition in the Smartphone Market

This year, I’ve spent considerable time with various Android devices, and the experience has been eye-opening. Before starting my business, my interactions with Android were brief, but in 2022, I’ve explored several impressive models that stand up well against the iPhone.

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3. The Features that Bind Me to Apple

One of the most compelling reasons I remain loyal to Apple is the seamless integration of features like the Hand Off capability, which allows me to easily transfer text between devices. Coupled with my favorite Apple Watch Ultra, it’s challenging to part ways with the iPhone.

Despite naming the Google Pixel 7 Pro my phone of the year, I recognize that the iPhone has reached a stage of reliability that, while safe, lacks excitement.

4. Overzealous Defense of Apple

This year, I made a misstep regarding the base model M2 MacBook Air. Instead of thoroughly examining its multitasking performance under pressure, I dismissed concerns as trivial.

I found myself in heated debates defending Apple, only to realize later that they had indeed let down their customers with the M2 MacBook model.

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5. Rising Price Concerns

Configuring a regular iPhone 14 can set you back £1,179, while the iPhone 14 Pro Max demands £1,749. This is a substantial sum for devices that combine features of an iPod, phone, and internet communicator.

Two products stand out for their reasonable pricing: the 9th generation iPad at £369 and the Apple Watch SE at £259. Unfortunately, the iPhone SE struggles due to fierce competition from Android devices.

Apple’s premium products are becoming increasingly aspirational, with significant price hikes exacerbated by global component shortages and economic uncertainties. The sheer scale of Apple’s profit margins suggests that there’s potential for more affordable pricing strategies.

6. The Need for the Next Big Innovation

While the phrase “next big thing” may be met with skepticism, I believe Apple is approaching a pivotal moment. The buzz around new iPhone models has diminished, as we’ve seemingly hit a plateau in smartphone innovation.

What’s needed is a fresh product that captures our imaginations and offers new possibilities. Rumors suggest a VR headset may be on the horizon, which could reignite interest. Beyond the impressive Apple Watch Ultra, I find myself yearning for something new and exciting.