Apple has become a “less exciting” company over the last few years, according to IKEA’s head of design, Marcus Engman.
Apple released its hotly anticipated iPhone X on Friday but Engman said he’s not one of the people queueing up to get one.
“My personal experience is that I’ve been hanging around Apple since the mid eighties,” Engman told Business Insider at the Wired Live conference in London.
“I had the first computers and everything. And to me they have become a little bit less exciting lately.”
Engman, who first joined the Swedish company in 1983, added that the Californian tech giant is failing to “push and nudge people to behaviours in the way that they did before.”
The iPhone 6, 7, and 8 were all relatively similar but the iPhone X is being hailed as the first iPhone to break the mould in a while.
However, Apple still hasn’t done enough to win over Engman, it would appear.
“I’m not here to judge Jonathan Ive and his team at all actually,” he said. “What they have done is truly great stuff. It’s changed the world. Myself, I’m not waiting in line anymore for those things.”
The cost of the iPhone X is another area where Engman feels Apple could have done better, who called the £999 starting price “silly”.
“If you put all of that innovation into those things and some of the innovation is really great stuff then why do you put it on those prices,” he said.