Apple just told the world it has no idea who the Mac is for
Owen Williams
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Perhaps it’s time for Apple to let Jony Ive retire.

He’s been riding the same milled aluminum train for over a decade now, with only the tiniest incremental innovations.

Every year, Apple customers and investors wonder if they’ll see real breakthrough products that will keep Apple in the lead for the future. And every year, it’s the same answer. “Same as before, but a little bit thinner, and with less ports.”

The biggest companies can fall. IBM, Hewlett Packard, and Microsoft have all fallen from their perches. Microsoft seems like they’re coming back by taking real risks. The question is whether Apple will be able to do the same.

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