Every time Apple releases a new iPhone, people line up to buy them. Either online presales, or in line at the Apple Store or favorite vendor. Granted, these phones have a lot of neat features. But for the most part they aren't worth the hype.
Apple is a smart company. They learned from Microsoft that HUGE announcement parties work. They invite every reporter and industry professional to their annual or semi-annual convention where they roll out their plan for the future. They are counting on the people who attend to spread the word about exciting new features.
Remember Siri? What a weak offering that is. You can only control some features on your phone. Compared to Amazon Alexa, you can control a ton of other features and smart devices. Apple has entered the market in a weak way with the overpriced homepod. It's really just a speaker system for the Apple devices.
Apple Watches. Expensive. And also not worth the money. Many of the same features can be found on less expensive fit watches. The watch face doesn't have a lot of options. Why not open that up to outside designs?
Disclaimer: I own the Apple Watch 4 and like it for exercise and sleep tracking.
Apple computers. Not up gradable. They use some of the same hardware as Windows PC's with Intel chips, but you can't add to them. Apple is so greedy, they control their market share by literally making it impossible to upgrade or modify their systems.
Honestly, the next time Apple announces a new iPhone. Stay home. Keep the one you have. Take that $1000 that you would spend and put it somewhere else. If enough people do this, Apple will eventually lower their prices.
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