# 53 : Breaking the Annual Release Cycle: A New Dawn for Tech Innovation?

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Weekly Comment

Remember when smart devices were durable goods and luxury items? Today, they’ve quietly taken on more characteristics of fast-moving consumer goods and decorative items. Somewhere along the line, annual updates and constant innovation became the norm for tech products. Big companies’ annual release events have essentially become the tech world’s fashion shows, captivating audiences worldwide.

This rhythm was initially led by industry giants, but as markets expanded and competition intensified, they found themselves trapped by this relentless cycle: knowing it’s unsustainable, yet unable to stop.

Recently, Bloomberg reported that Apple might abandon its annual release strategy. If true, I believe this is a positive development. This step could alleviate many issues caused by years of rushed production and change for the sake of change, potentially bringing unexpected positive outcomes.

I’m well aware of the challenges this transition poses: Will consumers approve? Can shareholders accept it? Can management withstand the pressure? After all, in this era of self-media, release events are highly cost-effective promotional tools, and people have grown accustomed to being surrounded by new product information.

However, as number comparisons lose their appeal and superficial innovations fail to impress, consumers will ultimately return to the essentials: Does the product fit their needs and personal taste? What’s the brand’s reputation? Is their philosophy consistent? In emotional consumer decisions, quality experiences and reliable service will ultimately triumph over cold statistics.

I miss those surprise release events that left more to the imagination, the excitement of new product reveals following flawless secrecy, and the satisfaction of experiencing all new features right out of the box. I look forward to a future where release events once again elicit genuine applause, rather than polite clapping or fake cheers.

Originals

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Recent Selections

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Event

Announcing the Swift Student Challenge 2025

The Swift Student Challenge 2025 will open for applications in February next year and will run for three weeks. All winners will receive one year of membership in the Apple Developer Program, along with a special gift from Apple and other benefits. You can learn more about the Swift Student Challenge here.

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