Ever since its release of the iPhone 2G in January of 2007, Apple has been seen as “the” corporate powerhouse of mobile technology. With each release, they’ve continuously introduced new features and advancements previously unheard of, putting them at the forefront of handheld device manufacturing. Despite having competitors all over the world, Apple has stood the test of time with its innovative releases of features such as FaceTime, digital keyboards and a multi-touch display. 

This is what was generally thought at least, until some of Apple’s more recent iPhone releases. With iPhone 14’s publication in September of 2022, also came a flurry of customer reviews that reflected a disappointing proportion of five star ratings, scoring one of the lowest five star proportions since Apple’s release of the iPhone 8 back in 2017. It is estimated that this negative feedback is a result of the 14 presenting smaller, more minor upgrades in comparison to the previous iPhone 13. Just more of the same to an average iPhone user. 

The iPhone 15 has had a much similar, more recent public reaction, and is likely actually worse in comparison to the iPhone 14. Currently, the iPhone 15 Pro model is estimated to be Apple’s lowest rated pro model ever made. Customer review site PerfectRec has found that approximately 73 percent of users have given the 15 five stars. At face value this may seem pretty good, but in actuality it presents Apple’s slow decrease in ratings since the iPhone 11. Many online reviews have also described the 15 as “underwhelming” and “disappointing,” unveiling only a few new features which themselves haven’t received much attention or positive feedback. One of its features being the new titanium layering, which is said to be lighter, more durable and scratch resistant in comparison to the previous stainless steel material. Even so, it’s presenting itself as markable by fingerprints as well as vulnerable to discoloration. Its promise of being thinner and more light in comparison to previous models is definitely true, but it has also presented itself as more susceptible to shattering and cracks. 

It is clear that Apple is now facing a new set of challenges in this continuously demanding market. The days of revolutionary iPhone releases seem to be behind us, or at least for the moment, as the company grapples with customer expectations and strives to maintain its foothold in a rapidly evolving industry. Whether Apple can recapture the spirit that made it a powerhouse remains to be seen again, but one thing is certain: the bar has been set high, and the company must continue to adapt to meet the ever-changing demands of consumers.