Mark Gurman, Apple watcher for Bloomberg, criticized the company's latest products as "incremental as ever," particularly targeting the AirPods Max 2 naming. Gurman called the designation a "massive stretch" since the headphones primarily received the four-year-old H2 chip, despite gaining features like improved noise cancellation and Adaptive Audio that were enabled by this older processor.

The criticism extends beyond AirPods, as Gurman noted most of Apple's recent lineup received faster chips with minimal other improvements. Products like the MacBook Air, MacBook Pro, iPad Air, and regular Studio Display saw hardware refreshes without substantial innovation. The MacBook Neo stands out as Apple's most affordable new laptop, while the Studio Display XDR addresses specific professional needs.

Despite the lukewarm reception, Apple continues to thrive financially, reporting an all-time revenue record last quarter. Gurman concluded by suggesting Apple's recent updates don't match the quality of their advertising, maintaining that customers purchase products more for brand reputation than groundbreaking innovation. The disconnect between marketing claims and actual improvement may frustrate consumers seeking meaningful advancements.