The iPhones that are the most expensive, most cutting-edge, and I presume the hardest to manufacture are only produced for one single year. I find that fascinating, but it’s seldom remarked upon. The non-pro iPhones, however, stay in production for at least two additional years, dropping in price by $100 each year. If the pattern holds, come next week, the iPhone 14 Pro and Pro Max will cease production, and be replaced in the product line by the new 15 Pro models. The most important is that the iPhone Pro models are only produced for one year. But there are a few aspects to Apple’s strategy that many people miss. What everyone groks about this strategy is that the pro models are more expensive. Apple didn’t start naming iPhones “Pro” until the iPhones 11 in 2019, but effectively, they started this “pro” tier with the X in 2017. The real difference has been between the pro and non-pro models. This table doesn’t account for different sizes within the same tier (Mini / Max / Plus), but those have really just been different sizes of the same fundamental iPhones. (That last row, for this year’s models, is speculative at this writing, but it seems likely.) Instead of introducing just one new iPhone, in 2017 Apple began introducing two entirely different tiers of new iPhone each year. But it also marked a widely misunderstood/under-appreciated (although, it pains me to point out, not by all) change in Apple’s annual iPhone hardware strategy. In 2017 the iPhone X marked an obvious inflection point in iPhone history: the switch from the original home-button system interface, with Touch ID, to the “all-screen” interface with Face ID. Apple’s Two-Pronged Annual iPhone Strategy Monday, 11 September 2023
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