This blog post evokes feelings of deja vu. It's the same blog post every year by some guy with a pixel-perfect blog that's used macOS since the nineties.

The author, like lots of people in this thread are really triggered by the headline "awe dropping", and sure, whatever, but what did you expect? If they launched a foldable phone, the blog post would be all about how foldable phones don't make sense or that another brand already did it.

Then the author just skips over the new AirPods, a huge part of Apple's profits (but it's the products he "cares about the least", so nevermind, I guess) which are probably the best Apple has ever created with cutting edge improvements to sound and noise canceling, who cares about that, right?

Then he whines about the Apple Watch doing too much. He just wants it to be a heart rate monitor. Turn everything else off, dammit! Too many features! Yeah, this is the guy complaining about the lack of awe.

Then he goes on to say that it's tacky that Apple includes a segment about it saving lives (oh the horror). That's why I bought one for my parents! It's a primary use case for many. Why wouldn't you advertise that? Because sans-serif font blog guy says it's tacky? No, I'd say that's awesome – technology is saving the lives of my family.

Then he goes on to having some difficulty understanding why people would want a thinner, lighter iPhone. Yes, and where's the damn serial port, am I right? Yes, sure, the Mini was great, but apparently people want the Air, but the blog guy doesn't so I guess Apple is doomed?

Then there's some paragraphs about the declining software quality, and, yes, again, sure, while there's plenty of annoyances... have you tried using Windows? Android? If you like the Apple experience – and yes, it's its own thing, it's not for everyone – you'd be hard pressed to enjoy the alternatives in their current state.

So, summing up: Apple lacks awe but there's too many features. I don't understand why they create new products, but they're not innovative. They're doomed because there's some bugs in the software.

AirPods being a "huge part of Apple's profits" because people keep losing them, and they keep breaking, so you always need to buy a new pair every several months. Hardly a product worth praising.