The Awe Keeps Dropping – Summary of Riccardo Mori's Article Riccardo Mori reflects critically on Apple’s September 9 event, expressing disappointment and frustration with the company's recent direction in product design and software. --- Context and Overall Sentiment The article stems from Mori’s growing dissatisfaction with Apple, feeling the company has lost alignment with its longtime users. Mori admits to caring less about Apple as a brand and more about the consequences of its design and software decisions influencing broader tech trends. The keynote began with a Steve Jobs quote on design, which Mori found jarring and potentially passive-aggressive, misleading, or merely decorative without reflecting Apple's actual practices. --- Key Points Steve Jobs Quote at the Event The quote: "Design is not just what it looks like and feels like. Design is how it works." Mori offers three interpretations: A passive-aggressive nod to critics using Jobs' words. Apple genuinely believing this, but self-deceiving given their UI and hardware trends. A superficial quote used "for effect", lacking genuine belief. Apple Watch and AirPods Mori shows little interest in these products, expressing dislike for Apple Watch’s overcomplicated UI and design clutter. Suggests they should allow disabling unneeded features to simplify use and extend battery life. Disapproves of the marketing tactic of using emotional rescue stories to sell Apple Watch. Critiques AirPods and wireless earbuds as wasteful e-waste devices unless battery life becomes easily serviceable. New iPhones Overview Mori advises against buying the new iPhones, urging readers to consider critical perspectives like Anil Dash’s essay “How Tim Cook sold out Steve Jobs.” iPhone 17 (Regular): Safe, iterative update; best for average users. iPhone 17 Pro: Very powerful and camera-focused; expensive (€1,319+), mainly beneficial to videographers and professionals. iPhone Air: Described as “odd” and likely a tough sell. Thin and light but large in size with questionable durability and battery life; lacks features like physical SIM and millimeter-wave 5G. Heavily relies on an optional MagSafe battery accessory, negating the thin design purpose. Shares impressions from Marques Brownlee highlighting thermal, durability, and battery-life concerns. Mori doubts the “Air” branding makes sense on a big, thin phone compared to earlier compact “mini” models. --- Broader Reflections and Criticism Mori is unconvinced by the event’s lack of true innovation or surprise. Questions what should be “awe-inspiring” when expected improvements and designs are just iterative. Critiques Apple's software direction with iOS, iPadOS, and macOS 26, highlighting poor interface design and a “good-enough-ism” attitude. Foresees dangers if Apple continues to excel in hardware but falter in software quality, breaking the legacy of tight hardware-software integration. Quotes Steve Jobs emphasizing the importance and potential of software over hardware innovation. Believes Apple needs renewed focus on intuitive, discoverable, and elegant software design to match its hardware prowess. --- About the Author Riccardo Mori is a writer, translator, Mac consultant, and photography enthusiast based in Spain. Offers short stories titled Minigrooves available on iBooks and Amazon Kindle. Encourages readers to support his writing via purchases or donations. --- Additional Information The site links to Mori’s social media profiles (Twitter, Mastodon, etc.), photography sites, and personal projects. The article is tagged under categories Tech Life, Apple, Design, Smartwatch, UI. The author firmly calls for Apple to rethink its leadership and software philosophy to remain special and relevant. --- Conclusion: Riccardo Mori's piece offers a sharp critique of Apple's recent product event,