If Company X didn’t reinvigorate their product line then consumers might switch to Company Ys products because they look shiny and new. Which is literally why people switched from BlackBerry et al to iPhones in the previous decade.

Consumers are fickle and want that dopamine hit when they spend money. I know this and even I find myself chasing shiny things. So there’s no way we can change that kind of consumer behaviour.

To be clear, I’m not saying it’s right that companies do this, but I do think they’d go out of business if they didn’t because consumer trends will continue like this regardless of how ethical companies tried to be.

So the problem here isnt that Apple tried to refresh its operating system look. It’s that they completely jumped the shark and created something that was too focused on aesthetics while failing in literally every other metric.