I still think Apple was more innovative under Jobs' reign. The author of this article wants us to look 'at the numbers' but only counts to six. Wasn't Tiger / Leopard a huge step forward? The white and aluminium iMacs, being the most important iMacs for the masses and thus for Apple? Just to name a few.

Apple has always been incrementally upgrading their devices. When they launch a new product in a new market, they try different ideas out and if it sticks, they turn to incremental upgrades. It just seems like they don't launch new products anymore, and that their incrementally updated devices like the iPhone have reached a point of saturation.

If we can learn any lesson from the product life cycle, it's that products need to innovate, as it pushes them back from saturation / maturity to a state in which growth is still possible. I have no doubt that the new iPhone and the next one will sell good, but it looks like we've come at a point at which the company's growth starts to decrease. I don't see Apple revolutionizing markets anytime soon, which means that pretty soon all the products will have such minor upgrades that it doens't matter to buy new ones. iMacs, iPads and iPhones will only get a bit thinner and faster. Where is the Apple that surprised me?