As 2025 comes to an end, here’s a recap of what has shaped Apple during the past year, both positively and negatively.
## The Good
### 1. iPhone 17
The iPhone 17 has received widespread praise, showcasing ProMotion, an Always-On Display, 48MP Main and Ultra Wide rear cameras, and the A19 chip, starting with 256GB of storage. This model has become the top recommendation for numerous users, indicating a substantial enhancement in Apple’s smartphone lineup.
### 2. Accessibility Advances
Apple has made significant progress in accessibility this year, rolling out features like Magnifier for Mac, Live Translation for AirPods, and improvements to Personal Voice. These efforts highlight Apple’s dedication to inclusiveness and considerate design.
### 3. iPadOS 26
iPadOS 26 has provided meaningful advancements in multitasking and window management, positioning the iPad as a more effective work instrument. These updates signify a pivotal change in Apple’s strategy regarding iPad usability, aligning it closer with conventional computing experiences.
### 4. Apple TV
The Apple TV subscription service has achieved notable success, with hit shows like “Severance” and “The Studio” gaining acclaim. The service is approaching its aim of becoming synonymous with high-quality television, similar to HBO’s reputation.
### 5. Liquid Glass
Liquid Glass has introduced a new visual style for Apple, encouraging rivals to innovate beyond simplistic designs. While views on its aesthetic differ, it signifies a crucial advancement in Apple’s design ethos.
## The Bad
### 1. iPhone Air
The iPhone Air, despite its forward-thinking design, has failed to connect with consumers. Problems such as limited camera capabilities and battery life issues have impeded its success, overshadowed by the allure of the iPhone 17.
### 2. Apple’s Hardware Design Status
Apple’s hardware design has stagnated, lacking the inventiveness and innovation of prior years. The absence of a dedicated industrial design leader since 2022 has contributed to this perception of stagnation.
### 3. Leadership Gaps
Apple has struggled to nurture internal talent for leadership roles, resulting in unclear succession plans. This has led to responsibilities being distributed among existing leaders, fostering uncertainty regarding the company’s future direction.
### 4. Apple Vision Pro
The Apple Vision Pro continues to be a costly venture with limited market appeal. Despite its technological features, it has not gained consumer interest, raising doubts about its product viability.
### 5. iPad
Although Apple launched two iPads in 2025, their overall significance has been minor. The absence of substantial hardware innovations has rendered the iPad feeling stagnant, even with the enhancements introduced by iPadOS 26.
## The Ugly
### 1. Apple Intelligence
Apple’s ambitious AI plans have not come to fruition, leading to dissatisfaction concerning its progress. The division seems to be in disarray, with minimal results from its efforts in the last two years.
### 2. Talent Drain
Apple has seen a considerable outflow of talent, with top engineers and designers departing for competitors. This trend raises concerns about the company’s capability to attract and maintain skilled professionals.
### 3. Tim Cook’s Compromises
Tim Cook’s leadership has focused heavily on shareholder interests, sometimes compromising Apple’s foundational values. This has fostered a perception of compromise within the company.
### 4. Ongoing Regulatory Challenges
Apple faces ongoing regulatory hurdles, coming under scrutiny for antitrust matters. While the company is defending its interests, these disputes highlight the complexities of operating on such a large scale.
### 5. Enough with the Negativity
In spite of these challenges, Apple Silicon remains a standout success, delivering remarkable performance across its devices. The division continues to set industry benchmarks, even if groundbreaking developments have been few in 2025.
What are your thoughts on Apple’s high points and low points for 2025? Share your opinions in the comments.
