Apple forgot what made them great.

The video critiques Apple's current ecosystem, particularly iOS and its development tools, arguing that the company's restrictive policies are stifling innovation and negatively impacting the developer and user experience. The creator begins by stating their long-held appreciation for iOS, but expresses frustration with what they perceive as Apple's stagnation and hostility towards developers.

The core of the argument is that Apple, having achieved significant market share, has become complacent and no longer prioritizes genuine innovation or a positive developer experience. This is illustrated through several key points:

1. **App Installation and Customization:** Apple's tight control over app installation and a lack of true customization options for users and developers are highlighted. The inability to easily install apps outside the App Store or significantly alter app behavior is presented as a major drawback. 2. **Developer Experience:** The video details numerous frustrations with Apple's development tools, particularly Xcode, which is described as buggy and slow. Issues with build times, code signing, simulator reliability, and the overall arduous process of getting apps approved for the App Store are presented as significant hurdles. 3. **Restrictive Policies:** Apple's strict app store policies are criticized for preventing innovation, such as the prohibition of custom browser engines or the limitations on AI implementation within apps. The creator argues these policies serve Apple's financial interests rather than user or developer benefit. 4. **AI Limitations:** The video suggests that iOS is holding back AI development, preventing apps from utilizing advanced AI features or integrating with the OS in a meaningful way, primarily due to Apple's walled-garden approach. 5. **The 'What If' Scenario:** The creator contrasts the current restrictive environment with a hypothetical world where Apple embraced more open development, allowing for greater customization, easier app distribution, and more powerful AI integration, lamenting that this potential future is unlikely under current leadership.

The video concludes by expressing a deep disappointment with Apple's current trajectory, suggesting that the company's focus on profit over genuine user and developer experience is detrimental to the entire software ecosystem and a departure from its innovative past.