Insights on Apple’s “Ever Better” Product Strategy — Innovation, AI, or Consumer Manipulation? A report by PETER COBBE
1. Introduction
1.1. In the digital age, few companies possess the brand loyalty and cultural impact of Apple Inc. Known for its minimalist designs, integrated ecosystem, and widely anticipated keynote launches, Apple has carved out a dominant place in the global consumer technology market.
1.2. However, beneath the glossy marketing and polished presentations lies a more complex strategy—one that revolves around planned obsolescence, psychological influence, and increasingly, artificial intelligence.
1.3. This report explores the impact of Apple’s strategy to release ever “better” products on an annual cycle, examining how this approach fosters a culture of dependency, unwarranted need, and FOMO (Fear of Missing Out).
1.4. Drawing from behavioural economics, marketing ethics, and emerging trends in AI, the report seeks to evaluate whether Apple’s innovation truly serves the user—or subtly manipulates them into endless consumption