What about you Apple?

Apple launched the first iPhone in 2007, revolutionising the concept of the mobile phone. But today it is rare to find a truly innovative innovation in the US company’s annual releases. Although phone manufacturers have continued to maintain an annual release cycle over the years, they have released increasingly repetitive updates and have not made the same strides in technological innovation as they did in the early smartphone days. What is the future of Apple in this era of “useless innovation”?