But the appreciation for Apple’s innovation goes beyond simply watching them do something new or better. It is also rooted in how they prioritize where to spend their time. Getting Bluetooth headphones to pair with new devices has always been a pain, using TouchID after a long sweaty run sucks, and typing passwords into your MacBook every time you come back is a drag. These are all common everyday pain points that Apple has made better. The fact that our AirPods can’t translate French isn’t a big deal because how often are we going to need that? Curved edges on a phone display may look cool but what problem is it solving?
Last fall when Apple released the iPhone 7, Tim Cook got more questions about Apple losing their edge in innovation than Donald Trump gets about Russian collusion. Tim always replied with a smile and something vague about their promising pipeline of products. Well, now we can see the reason for his quiet confidence.