In defense of Apple's innovation

Ladies and gentlemen, gather 'round as we explore the sheer genius of Apple's latest "new breakthrough"[23] – the Ultra Retina XDR display! Sure, some naysayers might point out that the tandem OLED technology has already been used by other manufacturers, like Honor in their Magic6 RSR Porsche Design smartphone[1-3]. Honor who? Let's be real, who cares?

"Retina" for displays, "Ceramic Shield" for glass, "ProMotion" for screen technology. And now Ultra Retina XDR [21]. Apple's strategy of rebranding existing technologies is a stroke of pure brilliance[7-8][12]. Why waste time and money on actual innovation, when you can slap a consumer-catchy name on something? It's all about the brand, baby[5][12]!

Now, some might argue that these rebranding tactics are dangerously close to false advertising[6][10][13][22]. But come on, who's going to hold Apple accountable? Certainly not the tech journalists and YouTubers who fawn over its shiny new products[14][19]. In the short time for their publications, they're busy disseminating Apple's truths to bother with pesky things like fact-checking. Sure, Apple might face some fines or lawsuits here and there, but that's just the cost of doing business when you're a trillion-dollar company[11]. Plus, their army of lawyers and deep pockets will brush off any legal challenges[9][13].

Even if shareholders feel misled by being oversold over breakthroughs, well, that's the price of investing in a visionary company[15][16]. Here's the kicker – despite some consumers' criticism and potential risks, Apple's practices pay off big time[4][20]. The company continues to dominate the tech industry, raking in billions of dollars each quarter[11]. So what if they're not actually innovating? As long as the money keeps rolling in, who cares about a little bit of creative rebranding?

Instead, let's all take a moment to appreciate Apple's own genius approach to innovation. Sure, it might involve a bit of deception, a dash of legal risk, and a whole lot of trusting consumers and journalists[19]. But at the end of the day, isn't that what really matters in the cutthroat world of consumer tech? Apple spends an estimated 7.8% of its revenues on R&D in 2023[24], but this should not be a pissing contest with competitors, like Microsoft's 13.4% and Google's 15.7%[25].

This is all part of The Cook doctrine[26]. In fact, the next time you see Apple touting some revolutionary new feature, just remember – it's probably just a fancy name for something that's been around for years. And it doesn't matter. As long as it keeps the shareholders happy and the iSheep lining up for the latest iGadget, how dare you judge?

Citations:
[1] Vulture - Why Apple’s ‘Buy’ Button Class-Action Suit Is a Big Deal
[2] Techradar - Honor's Porsche Design Magic 6 RSR is the luxury smartphone for your mid-life crisis
[3] The Tech Chap - The Porsche Phone is Amazing! [PORSCHE DESIGN HONOR Magic6 RSR Unboxing]
[4] Fordham Undergraduate Law Review - The Product Ecosystem and Planned Obsolescence: Apple’s Threats to Consumer Rights
[5] Inc. - 8 Years Ago, Apple Made a Monumental Mistake. Today, Its Apology Is Still a Master Class in How Brands Can Recover From a Blunder
[6] Australian Competition & Consumer Commission - Apple Pty Ltd penalised $2.25 million for misleading “iPad with WiFi + 4G” claims
[7] Persona Design - What You Can Learn from The Most Iconic Rebranding Strategies of All Time
[8] Miss Details - A Great Example of Re-Branding: Apple Inc.
[9] Wikipedia - Apple v. Does
[10] MacRumors - Apple Accused of False Marketing and Fraud Over M1 MacBook Display Issues
[11] Morningstar - What Apple’s Cash ‘Problem’ Means for its Stock Investors
[12] VerticalResponse - Even the smallest businesses can sink its teeth into these 10 branding lessons from Apple
[13] Courthouse News - Apple Fights False Advertising Class Action on IPhones
[14] Apple - Apple introduces the News Partner Program
[15] Daily Brand - Apple and the iconic think different advertising campaign
[16] Reporters Without Borders - Apple to allow third-party apps in the EU: new tools and risks for journalists
[17] Apple Search Ads - Apple Advertising Policies
[18] Tech Wire Asia - Apple responds to EU regulations and unveils its latest tech innovations
[19] Reddit Virtualreality - Apple rebranding things to make them seem new and not being completely honest in marketing.
[20] Brand Finance - Apple Bites Back Reclaiming Position of World’s Most Valuable Brand from Amazon
[21] Advanced Materials - Tandem Organic Light-Emitting Diodes
[22] BCC - Italy fines Apple €10m over iPhone water-resistance claims
[23] Apple - Apple unveils stunning new iPad Pro with the world’s most advanced display, M4 chip, and Apple Pencil Pro
[24] TheStreet - Apple Invests More In Research And Development Today Than Ever
[25] CNBC - Apple is spending more than ever on R&D to fulfill the ‘Tim Cook doctrine’
[26] Fortune - The Cook Doctrine at Apple