Since the early 2010s, Apple has enjoyed a highly coveted position across much of the world as a “premium” brand. But does this perception still hold today?

The introduction of Apple Silicon, especially the M-series chips for MacBooks and iPads, brought significant performance improvements. For a while, it seemed Apple had finally earned its reputation as a truly premium tech company. The iPhone, with its widespread global appeal, seemed to reinforce this status.

However, things have changed.

While Apple’s hardware and product design  -  from MacBooks to iPhones  -  continue to feel premium in hand, the brand is now stumbling where it shouldn’t: software.

The value of a modern electronic device priced near $1,000 becomes questionable if it fails to work properly or deliver on its promises. The “Apple Intelligence” fiasco with the iPhone 16, introduced last year, is one such example.

More recently, the iOS 18.5 update has been plagued by issues, including overheating, freezing, and severe lag across many devices.

This isn’t an isolated case. iOS 18 drained battery life on iPhones. iPadOS 18 turned several M4 iPads into unusable “bricks,” prompting Apple to halt the rollout. Meanwhile, the pricey Apple Vision Pro headset delayed its most anticipated features immediately after launch.

Apple appears to have been struggling over the past two years. Although the company is reportedly exploring robotics, that project has also been put on hold due to AI-related challenges.

In the past, critics were willing to give Apple the benefit of the doubt, assuming it just needed more time. But that view is quickly fading. Insider leaks reveal that Apple’s attempts at developing AI are rooted in outdated thinking, failing to embrace emerging technologies until it’s too late.

Meanwhile, rivals surge ahead

Samsung, for instance, is rumored to be distancing itself from Google in favor of an AI partnership with Perplexity, starting with the Galaxy S26.

Apple, on the other hand, has been endlessly recycling minor upgrades in annual WWDC presentations. Last year, it teased futuristic AI tools that never came to fruition, leading to disappointment. This year’s WWDC is expected to be more modest, focusing on practical promises.

In contrast, the Samsung Galaxy S25 and Google Pixel 9  -  both direct iPhone competitors  -  are being praised for their rich AI features and stable software. Chinese brands like Xiaomi and Huawei are also gaining momentum with powerful smartphones and next-gen battery technology.

A true premium brand doesn’t leave consumers feeling misled after spending a small fortune. It delivers reliable devices that continue functioning well after routine software updates. Unfortunately, the iPhone 16, iPad M4, and Vision Pro are falling short of that benchmark.

Apple seems to be a shadow of its former self. Software issues, poor updates, stalled innovation, and a lack of direction are pressing concerns. If unresolved, Apple executive Eddy Cue’s recent statement  -  that the iPhone may become obsolete within the next decade  -  could prove prophetic. And perhaps even more alarming, the iPhone's replacement may not come from Apple at all.

Du Lam (PhoneArena)