May 31, 2016 Last Updated 1:11 pm

Analysts work overtime to find something interesting to say about the iPhone 7 models

The next generation of Apple’s smartphone looks to offer few, if any, new features – may have small bump to storage, but little changes seen in design

Is Apple really boring, or only somewhat boring? That appears to be the debate among analysts when thinking about Apple’s most important product, the iPhone. The issue involves whether the Cupertino company will be moving to a three year cycle for design changes to the iPhone, or whether the next model – the iPhone 7 – will have a base model sporting 32 GB of storage.

Analyst Ming-Chi Kuo is responsible for the storage rumor. Gordon Kelly, writing for <strong>Forbes, thinks moving from 16 GB to 32 GB would be “a risk” as it would cut into up-sell sales, though he ends up thinking Apple doesn’t have much choice (after all, Apple is lagging behind its competitors in this regard).

tim-cook-iPhone7As I would never again buy a smartphone without sufficient storage – my iPhone 6s has 64 GB – the debate is meaningless to me. Apple is cheap when it comes to storage, and if you really need storage you have two choices, buy an upgrade or move to an Android phone. Apple is working overtime to convince me to leave the iOS ecosystem.

Then Nikkei Asia Review says that Apple is planning to move to a three year product cycle for the iPhone.

“The move is largely due to smartphone functions having little room left for major enhancements. A slowing market is another factor,” the media outlet says.

Well, I can’t say either report gives one hope that Apple has anything exciting come down the pipe as far as the iPhone is concerned.

Of course, the iPhone isn’t the only product Apple has. Recently there was talk that Apple planned to add far more voice controls to the Apple TV – again, because the company has fallen behind a competitor in this regard (Amazon). Then look at the entire line of Macs inside the MacRumors buyers guide – they are almost all “Don’t Buy” because they are at end of cycle or just plain old like the horrible update for the Mac mini Apple foisted on customers.

It is almost as if CEO Tim Cook instructed the entire Apple manufacturing team not to make any radical changes to any of the products until the company moves into its spaceship headquarters next year.

It is shocking to me just how much Apple has reached the nostalgia period of its lifecycle. From 2007, when it introduced the iPhone, to October 2010 when Apple stock hit $300 a share, the company was on a roll. It was not just its mobile devices – iPhone and iPad – that made it hot, there was real progress made with its laptops. The MacBook Air was introduced in 2008, and by the following year seven out of ten Macs sold were laptops.

Some products lagged – the Apple TV and the Mac mini, to name two. Also, the Mac Pro finally got the update it deserved in 2013 (though Apple did manage to find a way to cheapen even its top end product by limiting its ports).

The production and accounting people now run Apple. It is a different company now, more like General Motors and soon to be housed in a facility seemingly as large as Willow Run, with serious numbers of shareholders breathing down Tim Cook’s neck. Yes, the “one more thing” days have faded into memory, but you know those ‘one more thing” moments really were’t as great as they seem in memory (those surprises were rarely used to introduce the next big thing).

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