Apple is playing catchup. New iPhones won’t help

Apple's expected launch on Tuesday of the iPhone 11, iPhone 11 Pro and iPhone 11 Pro Max marks a continuation of its shift from offense to defense. Once synonymous with innovation — such as the first widely accepted all-screen phone and the launch of the App Store — Apple has gone from being the explorer of new territories to the defender of its fortress. Instead of attracting new customers to the Apple ecosystem with breakthrough innovation, Apple is focusing on preventing its loyal customers from defecting to Android-based devices.