Apple just made the same two mistakes Blackberry did before their downfall

Déjà vu anyone?

Having worked at 黑莓 (previously named RIM during my tenure), I still remember the split second when I knew they were destined to fail.

It was when one of the founders said at a town hall that "the future is in security, not in apps." It was all downhill from there.

At the time, owning anything but a Blackberry Bold was bold. At the time, enterprises globally trusted 黑莓 worldwide for its renowned security. Moreover, since they were expensed for executives at businesses, every consumer wanted one because who doesn't want to look like an executive?

As consumer demand for their devices quickly outpaced the number of executives out there, consumers apps and were less concerned about security.

苹果 being the innovative fruit, quickly became grounded with consumers and differentiated itself from Blackberry with its touchscreen and apps. But, of course, we all know how that story worked out.

I give you... Mistake Number 1: Killing Your App Store

Today, I got that same Déjà vu... when I read this in 苹果 's latest App store review guidelines for approvals.

• 3.1.1 In-App Purchase: If you want to unlock features or functionality within your app (by way of example: subscriptions, in-game currencies, game levels, access to premium content, or unlocking a full version), you must use in-app purchase. Apps may not use their own mechanisms to unlock content or functionality, such as license keys, augmented reality markers, QR codes, cryptocurrencies and cryptocurrency wallets, etc. Apps and their metadata may not include buttons, external links, or other calls to action that direct customers to purchasing mechanisms other than in-app purchase, except as set forth in 3.1.3(a). https://developer.apple.com/app-store/review/guidelines/#business

If you didn't already know, Companies like Twitter and Spotify are not happy and are avidly voicing their issues where Elon Musk calls it a "hidden 30% tax on the internet".

Mistake Number 2: Bigger, Stronger, Faster. But the same.

Blackberry's subsequent downfall was the lack of innovation in its core offering. How iterations of the iPhone used the "fastest iPhone yet!"

The bigger camera got more MP, a faster processor, a bigger price, a bigger battery, and a bigger screen! But wait, there is an emergency SOS via satellite? WOW, that is very practical, considering most of Apple's market cap resides where 5G coverage is prevalent.

Google Play is implementing similar processes within its app store. At least the hardware has been innovating with folding screens and PowerShare between accessories and phones. Plus, you have to input your password to turn off the phone. Since "Find my iPhone", works great, pending the person who finds it does not turn it off.

Do you think there is an opportunity for new fruit to hit the phone market?