Every September, Tim Cook confidently announces Apple’s greatest iPhone yet and expresses how we’re going to love it. While that was certainly true for a time, today, most consumers and tech reviewers I talk to appear pretty unimpressed. Given their maturity, new iPhones now revolve around either minor changes or unnecessary ones—and we’re not loving it. It feels like fresh releases are starting to lose their sanity and identity just for the sake of introducing unique selling points. The
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