Apple Is Now Just An Ordinary Technology Company, What Has Changed?

Apple CEO Tim Cook, during the It's Glowtime show, talked more technically. (photo: x @trusted reviews)

JAKARTA - Apple has just launched the iPhone 16, along with new watches and updated headphones. However, the show feels less attractive than the previous launch. One of the main reasons is that Apple has revealed many interesting features at previous events, when introducing "Apple Intelligence," an artificial intelligence version (AI) embedded in their devices.

At this event, more focus is on hardware that supports publicly known software. This makes the event feel more technical, full of technology numbers and terms that may only be understood by certain circles. This event even feels more similar to the presentations commonly made by Samsung or Google, which often talk about hardware specifications in detail.

This is very different from the Steve Jobs era, where Apple focused more on how users could feel the real benefits of their products, not on technical figures such as processor speed or memory band width. At that time, Apple was more trying to show their product advantage directly to users, not just to attract the attention of technology enthusiasts.

However, Apple seems to have to follow this trend to stay competitive in the global market, especially with competition from brands like Samsung and OnePlus that continue to promote their hardware sophistication. Apple now not only has to remain "cool" in the eyes of ordinary consumers, but also must maintain reputation among the tech community.

While many consumers may not really care about technical specifications, such as chips in the AirPods or special glass types that cover camera buttons, Apple still has to explain why this technology is important. This is because other companies have started the same trend, and Apple doesn't want to be left behind.

One of the things that changes with Apple is the way they deliver product presentations. If in the Steve Jobs era the event was shorter and focused on users, now Apple is talking more to the technology and media community.