Apple Postpones New Products Launch in 2024
While Apple has introduced new product categories annually in recent years, there was a surprising gap in 2024. The last new category was announced in 2023 with the Apple Vision Pro, then Apple broke this series – what’s behind it?
Apple focused on product refinements in 2024
In 2024, Apple will not introduce or announce a completely new hardware product line for the first time since 2010. Instead, the company’s focus was on improving and updating existing product lines, i.e. purely on updates. According to the, the past year was notable Report from MacRumors for the first time in 13 years using a different approach. While the company introduced significant hardware updates, such as the redesigned iPad Pro and Mac mini, these were only evolutions of existing categories.
Focus on improvements and software
So in 2024, Apple focused on refining existing products and introducing new software features. One might just see the announcement of Apple Intelligence, the AI-based software solution designed to reshape how we interact with Apple devices, as a new product category.
According to the rumor mill, a “Smart Home Command Center” in the form of a HomePod with a display will be launched on the market in 2025. There have been rumors about this for a long time. Other new product categories would include a folding iPhone and a slimmed down version of the Apple Vision Pro. In 2024, there were only improvements in Apple products and services.
Review of Apple’s product launches
For comparison, here is an overview of the most important new product categories in recent years:
- 2023: Apple Vision Pro
- 2022: Mac Studio, Studio Display and Apple Watch Ultra
- 2021: AirTag
- 2020: Apple Silicon, MagSafe for iPhone, HomePod mini and AirPods Max
- 2019: AirPods Pro, Pro Display XDR and Apple Card
- 2018: iPhone XS Max
- 2017: iMac Pro, HomePod and iPhone X
- 2016: iPhone SE and AirPods
- 2015: iPad Pro, Apple Pencil and Apple TV HD
- 2014: Apple Watch
- 2013: iPhone 5C and iPad Air
- 2012: iPad mini
- 2011: Thunderbolt display
- 2010: iPad
MacRumors believes Apple’s long-rumored but unsuccessful electric car project cost significant resources before it was canceled. This project, coupled with the massive development requirements of Apple Intelligence and Vision Pro, likely took up a significant amount of R&D, leaving no time to bring a new product to market.
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