Don't Expect Any "Next Big Things" From Apple in Next Few Years

November 14, 2017

Steve Jobs changed the world when he introduced the original iPhone. 10 years later, the new iPhone X finds itself at the top of the list of the most coveted gadgets. Andy Cunningham, author of "Get to Aha!" and a marketing expert behind the launch of the original Mac, was with us to discuss the evolution of Apple since the end of the Steve Jobs era.

Cunningham argues that the iPhone X is more than just the holiday season's most-desired device. She explains how it reveals the evolving corporate DNA at Apple. She worked with Apple during the Steve Jobs era and believes that the company has changed ever since Tim Cook took over.

Instead of focusing on changing the world, Apple has now shifted its efforts to accomplishing incremental improvements on products, says Cunningham. The original iPhone was a game-changer, but the author points out that all the new products are building off the iPhone instead of inventing new concepts.