Photo: Shutterstock

Apple. The world’s biggest company. I don’t know anyone who hasn’t heard about it. You can either hate it or love it. I can see myself to be in between; I’m a proud iPhone user and wouldn’t imagine switching to any other smartphone. Yet, I cannot fully understand the feelings that Apple lovers attach to this brand. They can hardly wait for the new conference of the Apple CEO in which he will announce the new products. The widespread position of Apple in the minds of people of my generation is pretty well visible. Although I cannot understand the superiority of Macs over Windows-powered notebooks, I do know that I’m in the minority, seeing as any time I’m at the library I’m surrounded by those luminous, slightly bitten apples…

But we are innovating!

The latest Apple conference has evoked mixed feelings for me. On the one hand they showed a new device, the iWatch. Definitely, the wearable technology is the direction in which the technological progress should be heading. Although some other brands have already released their ‘smart watches’, experts claim that the introduction of iWatch will give off a huge spark to the market. They predict that the effect will be similar to that of the introduction of the iPad; tablets were known before it, but the premiere of the iPad really revolutionised the digital market. However, the introduction of the new MacBook has made me rub my eyes. In case you haven’t seen it, it’s slimmer (what a big surprise…), it has one port, and finally you can have it in gold colour, which must be a reason for a lot of smiling faces down there in the Middle East.

Want a Mac? We hope you have deep pockets…

The fact that it has only one port is somehow fascinating to me. Apple’s fanatics will now say: “There, see it? Apple is innovating once again!”, but a simple man like me will say that maybe in the future you will be able to connect your projector, pen-drive and whatever else you want to this majestic USB C-port. So far it will only enable you to charge your new MacBook. In case you want to connect something more entertaining than the charger, Apple has the answer for you: spend an extra $79 and you will get an adapter. I have no doubts that for people who are already willing to spend $1,299 on a computer, spending an additional $79 won’t be a big deal. However, this example shows how Apple is acting; taking advantage of its position as much as it can. Although USB C-port might in fact turn out to be the future plug for connecting all the devices, we are unsure when the rest of the digital world will adapt to it. Looking at past experiences, we can say that it hasn’t yet fully completed the change from USB 2.0 to USB 3.0, but this transformation is not that hard since, of course, you can connect your device with the 2.0 plug to the 3.0, seeing as they are virtually the same. The file won’t transmit that fast, but you will still be able to use it, unlike with the USB C-port.

Wait, some more examples of Apple’s greed!

And yet charging extra for the charger is just the peak of the iceberg. Add to it an increase in the minimum price of an app from €0.89 to €0.99 and the release of the products that went through only slight lifting (such as all the S-versions of an iPhone), which forces you to buy the new device every year as yours is no longer the newest one, which results in a slightly slower phone, iPad or MacBook with each new iOS update. When being asked about lack of innovation, Apple says that it takes time, patience and perseverance to progress. However, they are going against themselves by introducing a new notebook, tablet and phone every year. But just revolutionising the tech market, by focusing on the introduction of the new series of products for a few years will not make them the biggest company on the planet. Or at least it will be the more difficult and longer path to greatness.

Don’t forget about the quality of the products, although their design is magnificent and no-one can take it from Apple. However, ‘bending’ iPhone 6 and continually delaying introduction of Gorilla glass in Apple devices are just examples of the fact that Apple doesn’t want its products to be durable, because it already makes a hefty profit just from replacing the broken screens of the iPhones. And don’t forget that ideally you should change your product every year.

But I guess that the problem of durability is universal for all products nowadays. You are supposed to do the certain amount of washing before your washing machine dies and you should use your car only for a couple of years, just until your warranty expires. Rather, my biggest accusation concerns Apple’s lack of real innovation. Introductions of Mac in 1984, iPod in 2001, iPhone in 2007 and iPad in 2010 were trend-setters for the entire tech market. Will the introduction of iWatch in 2015 be the same? We will find out in the upcoming years, but if Apple is able to revolutionise the market once again, it will shut down the mouths of its critics.