A few years ago, I wouldn't believe you if you told me I'd be writing about what Apple needs to do to save its reputation. But the last few years haven't been particularly kind to the brand. Sure, sales are stronger than ever, and the company still produces some of the best laptops for graphic design. But in terms of creativity and innovation, something is rotten in the state of Cupertino.
From its disastrous AI rollout to stagnating iPhone progress, Apple hasn't exactly felt at the cutting edge of technical (or at least design) progress for the last couple of years. And with its AI rivals circling to take a bite out of the Apple, the company needs to turn things around in 2026.
