After decades of successes driven by a strategy that seemed infallible, the recent errors They show that the Cupertino giant needs to change its approach if it wants to stay at the top.
The Vision Pro and Apple Intelligence, Apple’s biggest mistakes
One of the most emblematic cases is the launch of the Vision Pro, the mixed virtual reality glasses that promised to revolutionize the market. From the beginning, rumors suggested that its price would be above $2,000, a price that already raised doubts about its viability for the general public. Finally, the device hit the market with an exorbitant price of $3,500aimed only at specialized users and developers. Although visionOS and the technologies it incorporates have great potential, it is clear that we are facing a product that will take years to consolidate.
The mistake lies in how Apple decided to approach this launch. Instead of presenting it as a kit for developers or a more experimental advance than a product for all audiences, the company used its usual marketing machinery, generating expectations that are not fair for a device that was never intended for the general market. The result has been a public perception of failure which could have been avoided with a less ambitious and more modest and realistic approach.
On the other hand, the race to implement artificial intelligence in its products has also been a “failure” in Apple’s strategy. During WWDC in June, the company announced Apple Intelligence, a series of AI-powered features designed to improve the experience on devices like the iPhone and iPad. However, these promises have remained halfway. For now, these functions They are only available in the United States and not even all the functionalities they announced were enabled, but only a few. If they arrive in Spain, as can be anticipated, in the month of April, they would arrive almost a year after their official announcement. It’s a disaster.
Apple tried to use these “unfinished” functions as a sales argument for its new line of iPhones, but by not fulfilling what was promised, the strategy ended up sinking user confidence in the new terminal, generating even more criticism.
Apple must change its strategy as soon as possible
These setbacks reflect a deeper problem: a lack of adaptability that is affecting the company on multiple fronts. From design mistakes, like the MacBook’s “butterfly” keyboard, to its slow reaction to products like Meta’s smart glasses or artificial intelligence, Apple seems to be tied to an old playbook that no longer responds to demands. current on the market.
Success has certainly been kind to Apple, but many of the qualities that made it possible have now become its greatest weaknesses. To maintain its leadership in the coming decades, the company will need to abandon old practices and demonstrate a greater ability to adapt to a constantly changing world. If you don’t, today’s setbacks could become insurmountable problems tomorrow.
