Beginning of 2019, Apple issued a profit warning due to a decrease in iPhone sales. The Chinese market seems to be a hurdle, as well as the fact that almost 12 years after the launch of the first iPhone, our enthusiasm for replacing our current model with the latest one is dwindling. Actually, it is not just Apple’s problem, says Dean Marion Debruyne. Because the underlying question is whether the wave of innovation driven by the smartphone platform in the past ten years is over. And whether a new platform can result in a new, similar wave of innovation. All eyes are on smart speakers.