As Apple began to release iOS 15/macOS Monterey autumn software updates to the public, many people pointed out that the company’s persistent annual update plan has become calm. Although it’s not bad, it didn’t make us feel bright. The Verge editor Chaim Gartenberg believes that there are two main problems with the annual software release rhythm.
First of all, in the current situation, iOS and macOS have become quite mature, and there are fewer and fewer problems that Apple needs to fix or shortcomings. On the other hand, this also means that we cannot see shocking news and upgrade opportunities like the early iPhone’s copy/paste support.
As long as Apple does not have the idea of ​​drastically changing its operating system and management rules-such as allowing third-party email/browser applications in iOS 14-the room for subsequent growth has become quite limited.
Secondly, in order to have a wave of “big” version updates, Apple will always hold back a bunch of improvements to the annual release node before launching, regardless of the size of the function. In this way, some small but practical experience improvements are usually tied for several months before they can usher in the release opportunity in the fall.
Take iOS 15 as an example, which introduced a grid view and background blur function for FaceTime. During the COVID-19 pandemic, these features have long formed the core experience of cloud videos conferencing services such as Zoom and Google Meet. However, Apple’s FaceTime users still waited until the official release of the iOS 15 fall update and couldn’t use them faster.
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At the same time, Apple has also started to deviate from its one-time update trend and has repeatedly missed the pre-set deadlines-such as some major feature improvements (SharePlay/Universal Control) on iOS and macOS.
Through a more decentralized release rhythm, Apple can more quickly introduce new emojis, improved Face ID face recognition when wearing a mask, and a new transparency policy for app tracking that triggers strong emotional resistance from advertisers.
In summary, Chaim Gartenberg suggested that Apple do two things. First of all, the company can continue to insist on annual major version updates, while allowing minor feature improvements to be rolled out faster. Secondly, the company can try to release major software updates at intervals. For example, every one or two years, the major improvements of iOS/macOS will be released, so that consumers will feel more pleasantly surprised.