Apple, 2015.

Apple is changing. And not in a good way.

I was flicking through Flipboard, when I came across a picture of a mundane looking battery case for the iPhone. As I flipped to the next page on my feed, I shook my head and said to myself “Geez, not another shitty battery pack again”. To my surprise, that case was made by Apple themselves. That’s right, that “shitty battery pack” was ‘Designed in California’.

There are several things I’m disappointed about this. First, it’s the fact that the case is ugly as hell. I learned my way to cope with the camera bulge on the iPhone 6 but this battery bump, is... something. Secondly, Apple just started manufacturing an ambiguous product which serves two different purposes that really doesn’t accomplish neither of those things very well.

(One : Protection is negated by the bulging – potentially dangerous when dropped – battery pack. Two : Battery, which cannot guarantee the same experience amongst different users)

In 1997 when Steve Jobs returned to Apple from his hiatus as CEO, he cut 70% of existing Apple products to just 4 main consumer and business level products, whilst also eliminating the confusing, meaningless naming conventions such as Power Macintosh 5500, Power Macintosh 6500, PowerBook 1400s, PowerBook 2400c, Color Classic, Quadra 950 et cetera to just simple “PowerMac” and “PowerBook”.

Although, not as bad as pre-1997-pre-Steve-Jobs product lineups, with the addition of Watch – 38 and 42 mm, iPad Pro, Pencil, iPad Air 2, iPad mini 3 AND 4 , iPhone 6s and 6s Plus (which reeks of 1997 naming convention – iPad Pro II anyone??) – Apple is getting bloated and repeating history. 30 million Mac users back in 1997 were happy about the simpler lineups but it’s not going to be an easy task to simplify when there are almost 1 billion users already adapted to the ecosystem. And there isn’t a visionary ex-CEO for them to hire back anymore.

We all knew Apple's decline on "revolution" was coming, but not like this. Not this soon.