> This is maybe down more to the maturity of the category(/ies) than any fault of Apple's though.

LiDAR was cool.

They could buy Oura and let you write apps with programmable micro LEDs, and that would’ve been cool.

If iPhones had Star Wars style holographic projector, that’d be cool.

They could just be content with keeping the lights on without unnecessary UX changes that literally no one asked for, and that would be cool.

I’m still happy with Apple, but the problem is that they now perceive staying relevant is wasting battery on visuals and making the phone thinner. Those are recycled old-ass ideas. They need to find the new Jony Ives.