2024 was an eventful year for Apple, marked by significant wins and a few notable stumbles. While the company retained its dominance in the smartphone market and pushed forward with groundbreaking silicon, challenges in artificial intelligence and mixed-reality ventures revealed cracks in its ecosystem. Here’s a detailed look at Apple’s highs and lows this year.
Winners
iOS 18
Apple’s flagship operating system saw transformative updates in 2024, driven by regulatory pressure. iOS 18 brought long-awaited features such as third-party app stores, alternative default apps, and RCS messagingsignificantly closing the gap with Android in terms of customization and openness.
The introduction of customizable app grids, alternative browser and camera defaults, and revamped freedom in the ecosystem marked a turning point for Apple. While the European Commission played a key role in these changes, Apple users worldwide have benefited. This evolution makes iOS a freer, more user-friendly platform, heralding a new era for the Apple ecosystem.
iPhone 16
The iPhone 16 struck a chord with consumers, earning its place as one of the best non-Pro iPhones to date. With its A18 chipset, 8GB of RAMand a new autofocusing ultrawide camerathe iPhone 16 delivered performance and features typically reserved for higher-end models.
A longer-lasting battery and the addition of a Camera Control button added to its appeal. While it still lacks a high refresh rate screen—an exclusive feature for Pro models—its compact design and impressive capabilities make it a standout in the premium segment.
M4 Chips and Mac mini 2024
Apple’s M4 series chips solidified the company’s leadership in ARM-based computing, offering significant CPU and GPU improvements over their predecessors. The M4 Maxwith up to 16 CPU cores, 40 GPU coresand 128GB of unified memorydelivered incredible performance for creative professionals.
The Mac mini 2024powered by the M4 and M4 Pro chips, redefined compact computing. Measuring just 12.7 cm per side and weighing 670 grams, this pint-sized powerhouse proved capable of handling demanding workflows with silent efficiency. Its starting price of $599 made it an accessible yet powerful option for both professionals and casual users.
AirPods 4
Apple addressed a longstanding issue with in-ear headphones with the release of the AirPods 4. Using innovative ear-mapping technologythe new AirPods offered a tailored fit for a variety of ear shapes while delivering active noise cancellation without silicone tips.
Enhanced sound quality, longer battery life, and a USB-C charging case made these earbuds a must-have accessory, solidifying their position as some of the best in Apple’s lineup.
Losers
Apple Intelligence
Billed as a marquee feature for the iPhone 16 series, Apple Intelligence fell flat in execution. Launched without several promised functionalities, the AI-powered system struggled to meet user expectations.
Worse still, it remains limited to a handful of English-speaking regions, with global availability delayed until April 2025. Compared to competitors like Google’s Bard or OpenAI’s ChatGPTApple Intelligence feels underdeveloped and lacks innovation.
Apple Vision Pro
Despite immense hype surrounding its February US launch, the Apple Vision Pro failed to deliver on expectations. At $3,500 (€4,000)Apple’s foray into mixed reality was simply too expensive and impractical for most consumers.
The headset’s bulky design, limited applicationsand isolating experience further dampened its appeal. While rumors suggest a more affordable model may arrive in a few years, Apple’s first-gen XR headset currently feels more like a niche experiment than a revolutionary product.
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