No matter how much people complain about each software update from Apple, there's something uniquely cool about the brand that makes people want to be part of it.
This is the magic every other brand wants to capture, even though it isn't doing as quite as well as it has done in the past.
The new software updates are due in a matter of weeks, as are other developments in growing areas such as music services.
And where Apple leads, other brands follow. Let's reserve judgement until we see what will be unveiled.
Apple is set to hold its biggest software event of the year, WWDC, in the middle of June. It’ll use the San Francisco event to show off all of the software that’s on its way to your Watch, phone and other computers – as well as potentially new Apple devices. The event comes at a big time for Apple. The company is fresh off the back of its first quarter of decline since the iPhone came out, and is feeling the heat from other companies like Google. It intends to use WWDC as a showcase for software and other products that it hopes will prove its doubters wrong. The announcement will include updates to the software powering iPhones, iPads, Macs, and Apple TV, and include updates to Apple’s services, such as a complete re-design of Apple Music.