Following Apple's iPhone 11 launch event, many people must have felt pity because Apple had lost the "magic" when Steve Jobs was alive.
This is the opinion of author Cherlynn Low from the famous technology blog Engadget. Every new feature on the iPhone is an old feature from another company. Apple learns and does better because it is a latecomer, giving the risk to the first, especially when it comes to photography – an area the company has shined in the past.
For instance, the new Deep Fusion feature, which Chief Marketing Officer Phil Schiller describes as "interesting," is based on machine learning and the Neural Engine on the A13 Bionic chip. According to Apple, the system can process images, optimizing details and noise in every part of the image. However, Deep Fusion only appears in the future so we can't know how effective it will be. It is different from Night Mode, night mode proves its ability through Apple's sample photos.
But Night Mode is the clearest example of Apple falling behind the competition. If you remember, the Night Sight night mode on Google was introduced in November 2018 and gave impressive results when shooting in low light. Google isn't even the first to experiment with night photography. Before that, there were Huawei, LG and Samsung with certain success.
Of course, Apple still retains its own "substance", not being dissolved. In the midst of the fierce megapixel race, "apple defect" stopped at 12MP and shifted focus to features such as autofocus, low-light shooting, increased pixel size for better quality. iPhone 5s and iPhone 6 were rated as the best camera phones at the time of their launch for that reason. Apple was also ahead of its time when it introduced Portrait mode.
When bringing dual cameras to the iPhone 7 Plus, Apple also chose a more reasonable design than the competition. The second lens is a telephoto lens instead of a monochrome lens like the Huawei P9 or a wide angle like the LG G5. The company's approach quickly became popular in the smartphone industry. Today, though, Apple is seen as lagging behind rivals Samsung, Huawei, and LG in terms of its ability to pick trends, let alone open them up.
In terms of hardware, this year, Apple just added a 120-degree super wide-angle lens to all three iPhones. LG was one of the first companies to experiment with this genre when it added an ultra-wide lens to the G5 2016. At first, everyone thought it was just for advertising, but gradually, people saw the versatility it brought. for mobile photography.
LG's competitors "relay" quite quickly. Galaxy S10, S10+, Note 10, Huawei P30 Pro… all have super wide lenses. Apple is the latest company to follow LG.
Apple doesn't just "borrow" ideas in the smartphone market. With the Apple Watch Series 5, the company introduced the Always On Display feature, which means the device always shows the time at all times. It is the "old-fashioned" feature on many other smartwatches. Health tracking feature for women learns from Fitbit, Garmin. Currently, Samsung and Google have not integrated this feature, so Apple is not the slowest one anyway, but certainly, they are not the ones who started the trend.
Creativity always comes with risk, understandably when Apple wants to be safe. The company's wait-and-see attitude is nothing new. Many people have pointed out how much Apple lags behind the competition. It's been a long time since Tim Cook's company surprised the tech industry with a groundbreaking idea.
Sometimes, you forget that the iPhone was a pioneer. Apple is no longer a creative company, but a purely entrepreneurial one.
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