Apple’s 2024 journey was a mix of triumphs and missteps, with the tech giant navigating market dominance, regulatory pressures, and bold innovations. From groundbreaking updates to underwhelming debuts, Apple’s year was anything but boring. Let’s take a closer look at what hit the mark—and what missed it entirely.
What Went Right for Apple
iOS 18: A Turning Point
In 2024, Apple shook things up with iOS 18, breaking free from some of its restrictive traditions. Users finally gained access to long-awaited features like third-party app stores, customizable default apps, and RCS messaging, creating a more open and flexible experience.
With regulators like the European Commission pushing for change, Apple embraced updates that closed the gap with Android. Features like grid-free app icon arrangement and the ability to set alternative apps for messaging, browsing, and more marked a significant shift for the platform.
For Apple users, this wasn’t just an update—it was a revolution. iOS 18 delivered freedom and customization that users had been asking for, making it one of the year’s standout successes.
M4 Chips and the 2024 Mac Mini
Apple’s M4 chips pushed performance to new heights, powering Macs with industry-leading speed and efficiency. With up to 16 CPU cores, 40 GPU cores, and 128GB of unified memory, the M4 Max chip was a creative powerhouse.
The 2024 Mac Mini paired this cutting-edge performance with affordability and portability. Measuring just 12.7 cm per side, it’s Apple’s most compact desktop yet. At a base price of $599, it delivered exceptional value for creative professionals and casual users alike.
AirPods 4: Comfort and Innovation
Apple solved one of the biggest challenges of in-ear headphones—fit—with the AirPods 4. Using advanced ear-mapping technology, the new AirPods provided a comfortable fit for various ear shapes while maintaining excellent noise cancellation.
Improved audio quality, longer battery life, and a USB-C charging case further elevated the experience. The AirPods 4 proved that innovation doesn’t have to be flashy to make a difference—it just has to work.
Where Apple Struggled
Apple Intelligence: A Missed Opportunity
Apple’s AI debut with Apple Intelligence was one of its biggest disappointments. Promised as a game-changing feature for the iPhone 16 series, it launched incomplete and limited to a handful of regions.
Even in areas where it was available, the AI features felt basic and underwhelming compared to competitors like Google and OpenAI. Notification summaries, for example, often failed to deliver meaningful insights, leaving users frustrated.
To make matters worse, major markets like Europe and China won’t see Apple Intelligence until mid-2025. For a company known for its polished launches, this was an uncharacteristic stumble.
Apple Vision Pro: Too Much, Too Soon
The Vision Pro headset arrived with sky-high expectations but quickly fizzled out. With a price tag of $3,500 and a clunky design, it failed to resonate with the average consumer.
Despite its cutting-edge technology, the Vision Pro lacked compelling use cases, making it more of a first-gen novelty than a revolutionary product. While Apple is reportedly working on a more affordable and streamlined version, it’s clear the Vision Pro has a long way to go before it becomes mainstream.
iPhone 16: A Quiet Success
The iPhone 16 might not have stolen headlines, but it quietly became one of Apple’s best products of the year. With an upgraded A18 chipset, 8GB of RAM, and an autofocusing ultrawide camera, it delivered significant improvements over its predecessor.
The new Camera Control button was a practical addition, and the longer battery life made it even more appealing. While it still lacks a high refresh rate display (reserved for Pro models), the iPhone 16 solidified its reputation as the go-to choice for everyday users.
Reflections on Apple’s Year
2024 was a year of contrasts for Apple. On one hand, the company delivered standout products like iOS 18, the M4 chips, and the AirPods 4. On the other, it stumbled with high-profile misfires like Apple Intelligence and the Vision Pro.
The company’s willingness to embrace change—such as opening up iOS to more customization—shows that Apple is adapting to the times. But its struggles with AI and XR highlight areas where it still needs to catch up to competitors.
Looking ahead, Apple’s success will depend on how well it learns from its mistakes while building on its strengths. One thing’s for sure: Apple’s journey is far from over, and 2025 promises to be just as eventful.
