Why Apple Is Rolling Out New OS Features Now


Apple recently announced that it would be implementing some new OS features sooner rather than later, which caught many consumers off guard because mid-cycle updates aren’t necessarily the historical norm. Apple normally goes through ‘cycles’ where it announces major new hardware or software updates all at once and then cashes in on rabid consumer frenzy surrounding these changes. Lately, however, it’s decided to announce “mid-cycle” that new features are coming without also announcing new hardware or massive, broad changes to the world of OS.

Here’s an exploration of why Apple is choosing right now to roll out its new OS features, and why we can expect mid-cycle updates to become more common in the future.

Why revamp now?

Any time that a major tech company like Apple announces that it’s seriously revamping its product line to issue new hardware or software options to consumers, it’s worth asking why the company is doing such a thing. Why is Apple revamping now? According to a recent report in Bloomberg, the company is pulling out all the stops to ensure that new iPads and MacBook Pros are available to consumers sooner rather than later.  

Apple hasn’t historically concerned itself with things like iot software development services, but has instead put most of its creative energies into unveiling exciting new products which appeal to consumers in innovative new ways. When it was announced that iPhones would have touch-screen technology, for instance, this proved awe-inspiring to most consumers, as at the time such technology was quite literally world-changing. 

Apple also mentioned its new iPhone would be more focused on having a high quality camera. Apple is likely announcing this specific change at this moment in order to better compete with Samsung, which has been producing industry-praised products like the Galaxy S10 defined, in no small part, by their immensely powerful cameras. 

Issuing a mid-cycle update is largely like giving your products or service a face-lift; rather than presenting something entirely new to the world, you’re taking something old and familiar, making certain changes, and presenting its new, dazzling form to consumers who will eagerly purchase it. Apple is slowly but surely leaning into mid-cycle updates, which have generally become more common in the tech world over the last few years. 

Apple has actually been investigated because of previous updates it issued; so-called “planned obsolescence,” or the deliberate creation of products whose quality will erode and force consumers to buy another one, is becoming increasingly regulated.


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