, Columnist
The Future Is Here and Apple Is Missing It
A better iPhone just isn't going to cut it anymore.
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For the last decade, Job One for the wizards at Apple was figuring out how to make each year's edition of the iPhone more appealing than the last. That's overly simplistic, but it's not too far from reality considering the iPhone generates nearly two-thirds of Apple's annual sales. Repeatedly creating an amazing slab of glass and circuits is what made Apple the the world's most valuable company.
Those wizards are still toiling away, but their magic is not as relevant as it once was. It's clear technology's present and future is not about gadgets but about how technology can blend into the background to make life and work better.