FEATURED Commentary on the latest Iphone

Amrita Banta, managing director of Agility Research and Strategy

Just this week, Apple unveiled its line-up of new products for the coming year, with the announcement of three new iPhone models, the iPhone 11, a new Apple watch, a new iPad and updates on their streaming services and Apple Arcade.

Every Apple event draws a crowd of tech enthusiasts, Apple fans, doubters and even tech agnostics like me.

But at each event, I ask myself if Apple is still the aspirational brand it used to be, or if it has become one of the many tech gadget companies which come and go.

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