Are Apple losing their magic touch?

“When Apple speaks, the world usually listens,” Jonny Evans writes for Computerworld. “But is Apple losing its magical ability to stimulate interest in what it has to say?”

“I contacted SEO specialists, SEMrush. I wanted to find out how well Apple has been generating customer interest in terms of expectation around its new products in the prelude before its big iPhone and Apple Watch reveal on September 12,” Evans writes. “The truth? Apple has trained its audience well, and those people seems highly receptive to new Macs, iPads, Apple Watch, and iPhone models.”

Evans writes, “Take a look at this global data around search…”

Read more in the full article here.

MacDailyNews Take: It’s nice to see that interest in various Mac and iPad models remains strong as does significant cyclical interest in Apple Watch.

So, the answer to the headline in “No.” Betteridge’s law of headlines survives intact.


  1. As a former financial journalist and forever editor, the headline should read: “Is Apple losing its magic touch” I’m a big fan of MacDailyNews, so please take my comment as constructive, not snarky.

  2. I think they are. For more technical users that aren’t very receptive to novelness because there just isn’t that much new in the constant “s” years of iOS, macOS, and iPhones, it’s all just very slow growth, nothing much actually new. No surround sound filter for iOS, no real Siri power, accessibility improvements and features waning to almost 0, and prices for new hardware remaining expensive despite being years behind, in the case of many iPad models and Macs. Apple just can’t focus on everything. At this point, they’re trying to manage so much. I don’t see this working out in the long term.

    Devin Prater Assistive Technology Instructor certified by World Services for the Blind JAWS certified


  3. Users of Apple inc. devices (well over 1 billion and growing) take quality, security, usability as key attributes of these very personal devices, so I would conjecture that the vast majority are not looking for “magic” from Apple inc., just that they continue to produce the very best devices, experiences, software, interoperability and services that frankly nobody comes close to matching.

    The fact that Apple inc. does delivery magical solutions, encompassing all of the above, is because they operate on a different level to the “rest”, or what is wrongly called “the competition”, which in reality does not exist.

  4. Apple is still head and shoulders above anything out there *but* yes, the magic is LONG gone. Some say it left w/ Steve Jobs. To me they are just so big that it is difficult for them to think and innovate like a ‘smaller’ company. Idea-wise it feels like we are coasting on fumes and home automation is great and all but it nowhere near exciting and new. Maybe that’s just not their goal anymore?

  5. Apple lost it’s touch when dry toast Timmy took over. They guy can’t even update the sku’s he has in a timely fashion.

    The excitement of waiting for the “one more thing” moment and not being disappointed and more like being blown away, are long gone, sadly.

  6. The main issue with this article that jumped out at me, was the poor use of English in the title. Apple is singular so the correct use would be “Is Apple loosing its’ touch?”. It could also be “Are the designers at Apple loosing their touch?”. Note the plural use. Now to go and actually read the article. 😃

    1. Sorry Marc but while you may be right regarding the “Is/Are” portion, the word loosing is not correct. Only one “o” my friend unless you might be freeing yourself from a noose or a rope, etc.

      1. British and American English have so many weirdly spelled words. I think Marc deserves a break from misusing loose and lose. They have a weird spelling; Based on pronunciation, “lose” could be better spelled “luze.” And how about the intrusive “p” in “telephone” and “pneumonia?” They should be “telefon” and “numonia.” Thank God that “Apple” is not spelled the Germanic “Apfel.”

      1. Collective nouns in English lead spirited lives. There are at least two senses for most of them in British usage, and mostly one but sometimes two in American usage.

        For example, according to an Oxford Dictionaries blog: “In British English it’s absolutely fine to treat most collective nouns as either singular or plural – you can say my husband’s family is very religious or my husband’s family are very religious.” You can see the same seemingly schizoid idioms every day in the Telegraph’s news reporting.

        Once, long ago, I enjoyed playing the role of grammar nazi, or spelling nanny, at MDN and elsewhere. But the eyebrow-singeing backlash cured me of playing that role. What I learnt from my dalliance with words is this: (1) that everyone thinks they know proper usage of English language and are shocked, or exhibit belligerent disbelief, when they find out they don’t; (2) that I don’t know it all myself, and have been hoist by my own petard. Nowadays, when I see the sickening misuse of apostrophes in the formation of plurals, as in this very thread, I shut down my computer and go mix myself a cocktail.

        1. “Spirited lives.” Lol.

          Bad grammar does not drive me to drink. A give and take discussion works for me while being a grammar Nazi does not. I cringe at the sound of the collective “Apple are” and may start calling such users, especially if they are Rightwingers, Collectivists most of whom should like this name callings since they abhor political correctness. I might even call them assholes.

    2. Ohhhh, boy! “Loosing”! A terrible example of US Ingrish to use when calling out someone for correct usage.

      What the heck is it with ‘Murikans and this loosing thing?

  7. No, but they are directing their magic touch to more sinister things.

    Soldered RAM, glued batteries, riveted keyboards, thermal compromises in thin chassis: all examples of changing the way computers are made, and certainly not in a good way. They’ve started a trend that others in the industry are also following.

    1. I often wonder who makes these decisions but it must be the bean counters to drive up costs. However, by doing these things you mentioned definitely goes against Apple’s supposed concern about the ecology. Having to replace a whole keyboard instead of a couple of key switches is much too wasteful. I don’t like the way Apple is doing things and I’d love to hear their explanation for why they are doing things that way that doesn’t allow for any user upgrades. Maybe my vision is too shortsighted.

  8. Nice to see some people still care about the English language. I don’t pay much attention to comment writers, and painfully overlook their grammar and spelling so long as the idea being expressed is still intact. However, along with the editor and reader above, I will not let people writing editorial and feature content get away with it, and after the first two strikes, I must point out a third strike. In such a short piece, this should not happen – “…those people seems…”.

    Full disclosure: I too am an ex-editor, and have had my own “language failures. Shhh …it happens. Never proof your own work, never re-key already edited text… bon chance!

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