Apple is one of the most valuable companies regarding market capitalization. A massive part of this success has come from radically innovating, and introducing products such as the iPod, iPhone, iPad, Airpods and many others that have changed our perception of mobile devices. Yet nowadays, innovation seems to have slowed down at the company and pivoted mainly to incremental innovation, and the companies’ lawsuits for practices of planned obsolescence keep piling up. The purpose of this paper is to discover if consumers agree with the perception that Apple is becoming less innovative. Therefore, we created an exploratory survey (n = 58), and our results show that 62% of our respondents have the perception that Apple has become less innovative. However, this does not reflect their whole perception as Apple and non-Apple customers see incremental innovation in completely different ways. Chi-square tests were performed, and two statistically significant associations were found. Non-Apple customers are more aware that Apple has been taken to court for planned obsolescence. On the other hand, awareness of planned obsolescence and Apple making devices difficult to repair are apparently associated. We outlie a recommendation for Apple, as our finding regarding durability being a key motive in the purchasing process is contrary to the literature. This finding, coupled with the fact that some Apple devices have limited durability, could mean that if laws force Apple to explicitly state the durability of their devices, they could start treading on dangerous ground. We consequently recommend Apple to cautiously consider improving the durability of their devices or else their sales could suffer.