Apple has done it again.

There are a lot of reasons what make Apple a big, successful company. It might be design or creativity or quality of the product or customer relations… the list goes on and on.

To run a company this big is quite a big task. Even if you made the right decision at right there are so many things that can go wrong. Especially when you are a market leader, all the weight of being innovative and still being successful is on your shoulder because you have all the resources and skills available to you. You are not going to get lucky all the time in fact, you are rarely going to be lucky because everyone’s eye is on you. They all are waiting for you to make a mistake and make a move. So, it is not everyone's cup of tea.

So, how does Apple do this?

Art of removing things.

What Apple has done consistently is removing one thing at a time. If you remember 2012, Apple removed the disk drive from the Mac while it was an industry standard and so many people were still using it, or in 2016, when Apple removed a headphone jack and everybody was just made at Apple, or in 2017 when Apple removed the home button.

It might look like that Apple doesn’t care about their customers. But, what actually is that Apple knows what they are doing. In fact, there was a petition before the release of the iPhone 7 which was signed by 300k people to keep the headphone jack but Apple still did it. How much confident you have to be to still launch a phone knowing that it will get a lot of hate already. And a few months later everyone was wearing AirPods. It as if Apple knew the future. This reminds me of a great quote by Henry Ford.

“If I had asked people what they wanted, they would have said faster horses.”

That is why this is an art. Art that Apple has mastered the most. Art that made Apple this big of a company.

The best quality of any designer is how to make a product beautiful by keeping it minimalistic and the master of that is Dieter Rams. Dieter Rams is one of the main inspirations for Apple designers, especially Jony Ive. Just look at how Jony Ive created all the Apple products similar to what Dieter Rams has done in the past.

But again, it is not about who copied whom. It is about who successfully achieved to design better and it is Apple.

So, again Apple has launched one more product(iPhone) with one less thing- Charger. This time in the name of the environment. While some nature enthusiastic might finding exciting news, it is nothing more than just a marketing strategy to sell more wireless charging pods.

If Apple has really cared about nature they would have switched to more general USB-C during all these years. If Apple wants a better future they would have invested in some green energy start-ups instead of just AI start-ups. If Apple really wanted to make the world a better place, they would have just sold all the phones online only instead of opening these big stores in every shopping mall which adds up to a lot of carbon emission every year. Apple is a smart company with smart people and… customers. I will leave that blank space for you to fill up.