It’s the push for services.
It’s the product ladder with artificial limitations like low fps screens or small storage to push you a bit more.
It’s bugs piling up because Marketing needs the next buzzword released.
It’s the aesthetics optimized for a screenshot rather than real usability.
It’s the feeling that their top talent is not able to deliver anymore, like their camera’s processing or AI features.
> It’s the product ladder with artificial limitations like low fps screens
This one really pisses me off as someone who just had to upgrade their 2018 iPad Pro. The air would've been great, if it had a 120hz screen. I really don't need any other "pro" feature but I refused to tolerate 60hz in 2025 when every other device I own including my big desktop monitor is 120hz or more. But no, I have to spend an extra $500 for a higher refresh rate. I didn't even want the pro, I want a 120hz air so I can get the colors I want.
Nonetheless, because my screen was broken and I needed a new iPad, I forked over the money for the pro. Conveniently, they use two different magic keyboards so now that I'm "locked in" to the pro ecosystem, I'm forever stuck buying iPad pros unless I also want to have to buy a new magic keyboard that works with the Air line if they ever release a 120hz air.
Apple can easily differentiate the air from the pro in numerous other ways besides refresh rate, and yet they still continue to ship 60hz screens.