I hope this email finds you well.
It’s the time of the year when people start dissing Apple’s new phone launches with the expectation of wanting a completely new “phone”. - whatever that means! I remember reading this Fast Company article
from 2016 which rightly stated:
“When critics ding Apple for its failure to introduce "breakthrough” devices and services, they are missing three key facts about technology: First, that breakthrough moments are unpredictable outcomes of ongoing, incremental innovation; second, that ongoing, behind-the-scenes innovation brings significant benefits, even if it fails to create singular disruptions; and, third, that new technologies only connect broadly when a mainstream audience is ready and has a compelling need. “The world thinks we delivered [a breakthrough] every year while Steve was here,” says Cue. “Those products were developed over a long period of time.”
Tip - try to apply incremental changes in your business or projects than going for something big every year.