The longer we wait for Apple Inc. (NASDAQ:AAPL) to give us another game-changing device, the more it begins to seem as if the company won’t get back to the place where it once was. Forbes contributor Scott Davis, who starts off by saying he’s a big Apple fan, considers just how far the company has fallen.

Apple AAPL

AAPL’s Coolness Appears To Be Fleeting

First he notes that in “the war for coolness” and “technological ingenuity,” Apple Inc. (NASDAQ:AAPL) is struggling to keep up. No longer is the company the one that’s coming up with ideas that other companies are creating their own versions of. When Apple Inc. (NASDAQ:AAPL) created the iPod, other companies tried to make similar devices. When the iPhone and the iPad came around, it didn’t take long for other companies to come out with their own devices. But now, which company is following which?

Some have said that Apple Inc. (NASDQ:AAPL) needs to do what Samsung Electronics Co., Ltd. (LON:BC94) (KRX:005930) has done and release an iPhone with a bigger screen. It appears as if this is as far as most can imagine, but the question is whether Apple Inc. (NASDAQ:AAPL) has to take cues from Samsung Electronics Co., Ltd. (LON:BC94) (KRX:005930) or other companies or whether it can be a leader again.

Apple: Made In California

Davis also points to Apple Inc. (NASDAQ:AAPL)’s Made in California advertising campaign, which some liken to the Made in Detroit campaign put forth by Chrysler. However, Apple’s campaign clearly misses the mark. He feels as if Apple Inc. (NASDAQ:AAPL) is trying to invoke a sense of nostalgia for the bygone days when Apple Inc. (NASDAQ:AAPL) was the leader rather than the follower.

After setting himself up as an Apple fan, he even begins to question what the company has done lately. If Apple Inc. (NASDAQ:AAPL)’s biggest fans are beginning to wonder whether it has lost its edge, then we might really have a problem. Are the days when Apple Inc. (NASDAQ:AAPL) products could excite all but over?