![apple-5051576_1280.jpg](https://cdn.steemitimages.com/DQmaW59q8p6QRhqH7hcy2nQnXMfcUGXo9cNUEL4d2dsGsqp/apple-5051576_1280.jpg)

Remember a simpler time when there used be just one new iPhone released every year? Remember when there used to be just one new iPad released every year? Ahhh, those were the simpler days.

Of course, it was Steve freaking Jobs at the helm and that guy stood for minimalism. That, of course, showed a lot in the product lines of the company as well. Everything was so neat, minimalistic and easy to understand as far as the product options were concerned.

Now, everything is going back to the pre-Jobs era, you know the era where Steve had left and the succeeding management screwed around so much that the company almost got bankrupt? Yeah, THAT era.

Under the leadership of Tim Cook, the current CEO of Apple, the company is increasing the number of products it releases each year. I have talked about this before but the recent launch of the iPhone SE has once again awoken those feelings of disappointment.

# More, More, More!!!
#####

So, up until the iPhone 5, there used to be just one iPhone released every year. Customers used to wait with baited breaths every year to see what Apple had come up with in the new iPhone. Since the iPhone 5S, they started releasing two a year. And that was still okay.

Since 2017, they started releasing 3 iPhones. That year, they launched the iPhone 8, the iPhone 8 Plus and the iPhone X. Now, in 2020, Apple has already released the iPhone SE 2 and will launch 4 more iPhones in the fall. So, that makes a total of 5 for this year...FIVE!!!

The same is happening with Apple's other product lines as well. Gone are the days of minimalism and simplicity where you can choose between products easily. Now, there are so many variants with the models of previous years still on sale.

You have to go through the same decision-making process that you had to do if you were buying other companies' offerings. Apple was supposed to be the easier option, the easier choice. Now, it's not.

The main reason for this, as far as I understand, is that Tim has to keep the shareholders happy. More phones = More revenue. However, they are simply not understanding the long term effects of this. There was a reason why Steve immediately cut down more than 90% of the products that Apple was selling when he came back in 1997. The products' brand gets diluted and that messes with the image of the whole company.

I so wish Apple went back to keeping things simple. At the most, they should offer two models for each product. 2 iPhones, 2 iPads, 2 MacBooks....you get the point. I am sure that will never happen... but a guy can wish!