Innovation. It's been the elephant in the room ever since Tim Cook took over as head of Apple. The ingenuity and innovation that we saw in the Jobs era ended as quick as you can say "Apple sucks". Granted, it's hard to follow in the footsteps of someone like Jobs. He started multiple huge companies, invented revolutionary products like the iPhone, and was brilliant overall. And who's Tim Cook? Just a guy who served under Steve Jobs with some big shoes to step into. That being said, Apple's innovation and creativity brought it into the picture, and its death could very well take it out. Under Cook, Apple has become less innovative, less creative, and less interesting. Apple's losing it's charm, and while it's still a force to be reckoned with, Apple is becoming just another tech company.
Before you start hating in the comments: we're not saying Cook has done an awful job as CEO of the world's most successful tech giant. Apple's sales are booming, and although down a bit in 2016, people aren't losing interest in Apple. The superior software and UI that we all know and love still draws in plenty of customers. The Apple Watch has been largely successful, the Mac Pro update has been well received by many as a much-needed update to the Mac line, and the average consumer's interest in Apple hasn't been dying. But their innovation is.
Let's just make a list of incredible innovations Tim Cook has created as caretaker of Apple:
...nope. Since Jobs' death, Apple has come out with the iPad mini and Pro, tweaks to products that were already around in the Jobs era. They've released an Apple Watch which isn't remarkably different (rather than better software and hardware) than other watches in the arena. The Mac line is dead, and there are plenty of things we'd like to see before we'd consider it great again. The only "innovation" Cook's done with iPhones and Macs has been to simply remove ports and make it even harder for a user to get by without living the dongle life. Oh, and the Touch Bar. Because a tiny LCD screen makes the new Macbook Pro worth over 2 grand.
Even with all the above, Apple doesn't suck. Their products and software are still far superior to competitors. However, their innovation is dying and their image of creativity and innovation is slowly decaying under Tim Cook, who has been more of a caretaker than a CEO. Sure, he's guided Apple, and made slight upgrades to their already-existing products. But he hasn't taken any risks, made any new innovations, incredible new products or features. That's what we love about Apple. It's time for Cook to get Apple on the right track again.
Let us know what you think in the comments below.