Apple in the post-Steve Jobs faced innovation problems or changed coaches.

In the past, Apple has been at least one step ahead of its competitors in terms of hardware technology and software experience. If you want to switch to the Android or Windows camp, users must give up some features, user experience, and the latest and greatest applications. For the user, the cost of switching to the opponent's camp is quite high.

Apple takes advantage of this advantage to gain the upper hand in negotiating with partners – the terms of the agreement are often more favorable to it. This also makes it gain influence among consumers.

Consumers are willing to buy new adapters for Apple devices because they are worth the money. This year, Apple took measures that harmed the interests of its users, but did not consolidate its advantages through new technologies.

The latest supply chain report shows that Apple is shrinking orders for iPhone7 equipment, or it will affect the company's iPhone growth forecast.

Since the launch of the iPhone 7 and 7 Plus, it has received much attention. Unlike the iPhone 6S transition product, Apple and the market place high expectations on this device. However, according to the latest market report, in order to prevent the occurrence of stockpiles, Apple may reduce the production orders of the iPhone7, isn't Apple not confident this time?

According to the latest report released by UBS Global Research, Apple's iPhone7 purchase orders in the fourth quarter and the next quarter will be reduced.

UBS expects that in the fourth quarter of this year (as of December 31, 2016), the output of Apple's iPhone will be reduced from 75 million to 74 million, and the output in the next quarter will be reduced from 43 million in the same period last year to 42 million. Apple’s “unconfidence” may affect its performance growth expectations.

However, the order volume is not the same as the sales volume. UBS analyst Steven Milunovich analysts believe that Apple's iPhone sales in the fourth quarter of this year continue to grow, the company tightened supply chain orders, just to prevent the same as the iPhone6S goods. UBS expects that Apple will sell 76 million iPhones this quarter (holiday season), and sell more than 1 million units year-on-year.

In addition, UBS expects overall sales to decline by 2% in the fourth quarter of this year for products in other areas of the company. However, Mac sales have remained basically unchanged, and iPad sales will decline by 5% year-on-year.

But the research company is still optimistic about Apple's future, especially from the end of 2017 to the 2018 period. Analysts expect Apple to introduce disruptively designed iPhone 8 phones and the potential to introduce virtual reality and augmented reality into its new products, which will excite Apple investors.

At present, other analysts in the market have different attitudes toward the sales of the new iPhone 7 and 7 Plus. Some analysts believe that Apple's iPhone 7 and 7Plus will achieve a record 100 million sales by the end of this year. Previously, T-Mobile's CEO had said that iPhone7 sales were about four times that of the iPhone6. Of course, there are also analysts who see the sales of this device.

Well-known KGI securities analyst Guo Mingxi has previously said that Apple's iPhone7 and 7Plus are expected to sell between 70 million and 75 million before the end of this year.

In 2016, Android phones have surpassed iphones. They are equipped with higher resolution displays, better cameras, cloud services and virtual/augmented reality technologies, and waterproof features. The cost of users switching to the Android camp is greatly reduced.

Now, Apple has become a chaser in the market competition. In addition, Apple is still doing things that are detrimental to the user experience, such as removing the iphone headset jack, further reducing the overall cost of users switching to the opponent's camp, destroying the trust of fruit powder.

Android also dominates the global smartphone market. The global smartphone market is becoming saturated, which means that the biggest growth opportunities will come from the new platform – Apple is lagging behind in these areas, while competitors are making strides.

From the iPod to the iPhone to the iPad, Apple has been the leader in new technology platforms, but in addition to rumors, Apple is currently doing nothing in virtual/augmented reality, autonomous vehicles and other fields. Although Apple is rarely the first to eat crabs, it has always been able to do its best in related fields and maintain its lead. Ask yourself, if Apple is involved in the virtual/augmented reality market, users believe that it can do its best? I am afraid that users do not have full confidence in Apple.

Apple Watch is Apple's first new product in the post-Steve Jobs era, and the first product that failed to make a significant impact in the market. After Steve Jobs's death, Apple's product launches are becoming less and less attractive, full of lengthy, boring software presentations and technologies that don't impress people—such as TouchBar, HomeKit, and HealthKit. Apple TV doesn't even support 4K technology. Although the first voice assistant to come out, Siri has fallen behind Google Home and Amazon Alexa.

At the same time, TechCrunch said, under the leadership of Satya Nadella, Microsoft is rapidly innovating and taking the necessary risks in areas where Apple is not willing to take risks – such as augmented reality products HoloLens holographic glasses, and Surface Studio. Increased competitiveness in the desktop field. It is expected that Microsoft will also have a big move in the mobile phone field.

Apple recently reduced or disbanded the autonomous car department and reorganized the company. There have been rumors that Jony Ive, the biggest designer of Apple, will leave and the company will undergo a major restructuring. This is a clear sign of Apple's management and organizational problems.

Some insiders believe that Apple is transforming into a software company. This is a sign of a worse situation, as the ease of use and stability of Apple software has been declining. The latest versions of iMessage and iOS show this. iCloud performance is even worse. In addition, there is a problem with Apple's software development culture. Teams are not allowed to communicate with each other and do not use data to improve products. Therefore, the speed of their learning cannot be compared with real software companies.

To make a comeback, Apple needs an imaginative CEO. TIm Cook is an executive-type CEO who specializes in improving profitability and company efficiency and has yet to demonstrate the foresight or urgency of being a leader in innovation.

In contrast, Nadella is an imaginative CEO with the ability to revitalize Microsoft, and Steve Ballmer is more like Microsoft's Tim Cook.

The App Store is Apple's greatest product and the source of iOS's vitality. Apple's most important customer base is high-income people and fans. Although the iOS market share in the US has fallen by 16% since 2012, App Store sales are still 4 times that of the Google Play Store.

The explanation for this phenomenon is that iPhone users are more willing to spend money "armed" devices, and have more disposable income to buy apps than low-income Android users. Traditionally, Android phones are cheaper and lack technology and applications. But now, Android phones are not lost to iphone in technology and applications, there will be more Apple users to switch to the Android camp, and even the Microsoft computer camp.

TechCrunch said developers are most sensitive to the latest trends in technology. If Apple lags behind in the new platform, developers will begin to enter the Microsoft and Android ecosystem, and will become an opportunity for competitors to attract developers to abandon iOS and switch to their mobile and desktop platforms. When developers start to change the door, Apple is in trouble.

Apple will not decline in the short term, but it faces the most intense competition for a long time. Inspiration for innovation and the awe of peers are about to become rivals. Apple is the time to change coaches.