Apple and the Safety of Tweaks

Some rumors have recently been spread around about the iPhone 15, which will be released in this upcoming fall. Rumors are common in the tech world, but Apple usually has it under wraps, so it’s surprising that we have this much information, whether reliable or not. But let’s get started.

Firstly, the new iPhones should be made of titanium, which is stronger and lighter than the current stainless steel backing. Of course, there should be a camera boost, but also at least the Pro Max iPhone should adopt USB-C, which will probably be marketed as a perk rather than an upcoming obligation. (If you don’t know what this obligation is, the EU is mandating USB-C ports as of 2025.) But the new “wow” factor, the factor that makes it the new iPhone is rumored to be an action button. An action button is a button that could be mapped to do lots of different things, such as turn on silent mode, or switching to Do Not Disturb. This button could also be the replacement of the toggle for silent mode. Even if all of these end up being in the new phones, are they really that different from the old ones?

Apple has built for itself a “if it ain’t broke don’t fix it” culture. All companies do this; it’s a common sense rule of life: if something is working, don’t mess it up. But Apple is especially safe having built this practically inescapable fortress that is their ecosystem. To be fair, Apple has recently been more of an initiator of technological progress, for more obscure products such as AirTags and the Vision Pro. But when it comes to their phones, they are (rightfully) careful how much they change. They like the spot they’re in, and right now they’re playing the game of tweaking, changing ever so slightly to keep customers loyal, but also get them to buy the new one. But here’s the real question: will Apple ever need to take a risk?