It’s been a pretty big year for tech, I think we can all agree on that. Curiously, Apple has been more quiet than usual or perhaps they’re preparing for a big release? Even if you’re an apple lover you have to be a little curious at what exactly they’re cooking up this year. Samsung and LG have set the bar pretty high with their AMOLED displays and Samsung’s charging feature. There’s a lot of tech out there from big players this year and apple fans are hoping that Apple finally blows them out of the water.

I have been in the industry of mobile phones for years now and I’ve sold many devices. I don’t think anyone makes as much marketing noise as Apple so cleverly does but many apple fans have started to catch up with the little gimmicks that the company plays which has caused a plateau in upgrades, so to speak.

Truth is there are very few stores that gets the long line of people waiting to be the first to get their hands on the latest iPhone. It’s not like that anymore. In fact, at my store only one person showed up for the release of the iPhone XS. It speaks volumes that the only time they show this footage is to increase the value of the phone but the phone isn’t being purchased like it used to. The iPhone was the main source of income for apple and now they’re coming out with a credit card to make up for loss sales. I’ve even seen people switch from Apple to Samsung or LG because they’re tired of the same phones or tired of being behind on tech.

And here is the truth about Apple.

They’re a business and they run a business to make money. They make, you buy. Period. It’s nothing against their clientele but if they release a “new” iPhone that’s really just a slightly better processor and a cool new camera in the back? No one cares, they’ll buy it anyways because it’s Apple. People don’t buy iPhones because it’s the best phone in the market, they buy it because it’s what all the cool kids talk about and the apple in the back of the phone looks pretty neat. It makes you feel like you’re elite and that’s their marketing. It’s all marketing. As it is with most of their products and I’ve admittedly always fallen for that speech they tell every year of the cutting edge technology they’re releasing. It’s all fancy wording like they did with the liquid glass display? You know the fancy word they used to describe the iPhone XR’s LED screen. Their presentations are always so inspiring for you to spend their money on their products.

And I would be lying if I said I don’t have an iPhone or an iPad. I even own the apple pen and a MacBook Pro and iMac. It’s premium. I also do freelancing video and photography and they’ve made it so easy and seamless to send my work between all devices. Apple is just easy and convenient and they’ve cleverly made it so that you cannot leave them. I know I can’t. I use Final Cut and Logic. I love the way my adobe premiere and my photoshop work with apple. I love that I can now edit my photos on my iPad with my apple pen. But I have to admit it guys. I’ve been tempted many times to switch to Samsung or to the OnePlus or the Google Pixel and if the new iPhone doesn’t impress me I think I might finally call it quits with the iPhone as my daily driver.

I just miss the days of seeing Steve Jobs with his black turtle neck and blue jeans talking abut how he’s really created the best phone yet. I want to be excited for an apple product again. I want to be excited for the next MacBook Pro and for the next gen iPad and especially for the next iPhone. I want to have a nice looking phone with the three cameras in the back, I don’t want that notch anymore. If the phone is going to start at $999.99 I want my phone to have a starting storage of 128GB especially if I can’t expand it. I want at least 8GB of RAM. Come on Apple! Stop holding back on us. Give your faithful consumers the tech that they deserve.