Apple stopped being cool

Apple stopped being cool and nuanced a few years ago. Now they're reiterating what they've done before, only with a higher price tag.

When they first launched, they were the first to offer so many awesome features that are now everyday essentials.

But since that time over a decade ago, competing brands have caught up and offer competitively cool features... but on platforms that play well with others. And at a lower price point. The phone I have now is pretty much exactly what I need... but without the huge price tags of the 2 major brands.

Apple also started with the exclusivity element; you could only use it on select carriers. Its lost luster there too... pretty much every major carrier has the capacity for great smartphones.

Until they launch something radically unique or exclusive features, I think they'll rise and fall with the S&P.

That's not to say it wont be worthwhile to hold Apple... Its just that some other tickers are likely to hit it out of the park while Apple experiences modest gains (as well as some losses)