Apple launches new iPhones every year, but it’s time to stop. While annual launches are good for shareholders, they aren’t necessarily good for consumers. Here’s why I think Apple should abandon its annual iPhone release schedule.
1 There Aren’t Enough Great Leaps Between iPhone Models
While Apple devotees still get excited about new iPhone models each year, the general public largely doesn’t get as hyped. Why? Right now, iPhones are seen as more of the same, whether that’s true or not.
A yearly schedule means technological advances aren’t as significant or exciting as they used to be. Unless you understand minute specifications, which most casual users don’t, each new iPhone appears to boil down to a slightly better camera and processor. For most people, the actual benefits come when Apple rolls out a new iOS version every year.
If you look at Apple’s iPhone comparison page, you can see how the year-on-year improvements aren’t significant. No one can deny that each new version has better hardware. The average user isn’t going to notice the performance difference between an A16 Bionic and an A18 chip. That’s a big problem for Apple as people don’t get excited about each new release.
2 The Marketing Hype Died Out Ages Ago
People don’t get as excited by new iPhones as they used to, which results in sales stagnation. Smartphones, in general, have improved to the point that people don’t feel the need to upgrade their devices each year.
Yes, Apple is used to regular marketing, but that’s just the company playing safe: Apple used to be a company at the cutting edge of technology. However, an annual iPhone release cycle with minor improvements only shows that Apple is no longer the industry disruptor it once was.
3 Promised Software Isn’t Always Included
The iPhone 16 models are the first iPhones built specifically for Apple Intelligence features, and much of the company’s initial marketing focused on this fact. However, the iPhone 16 didn’t have Apple Intelligence at launch, as the company plans to roll it out over the course of months via iOS updates.
A joint push, wrapping developments in hardware and software together in one exciting parcel, makes more sense than unnecessarily publicizing one at the expense of the other.
4 Longer Release Cycles Benefit Consumers
If Apple takes a longer time between releases, more consumers would be willing to upgrade to the latest iPhone models. Apple also benefits from keeping its customers happy; after all, happy customers are loyal customers.
So, how do you keep users happy? Give them something they want. Or give them something they didn’t know they needed until it’s revealed. By releasing a new version of the same product every year, consumers generally feel not only that the latest one isn’t worth bothering with but also that whenever they buy a new model, it’s quickly outdated.
iPhones being seen as “same old, same old” is incredibly damaging for Apple, but it might be good for the smartphone industry in general as more people turn to competitors like Apple’s main rival, Samsung. But taking a bit more time, generating more excitement, and making noticeable changes to hardware should result in happier fans and potentially bigger profits.
Anyone who loves Apple may balk at the notion of iPhones not being launched every September. However, a biennial release cycle could generate even more excitement around an iPhone launch, as consumers can safely expect bigger jumps in hardware and software capabilities. And if more people want to upgrade to the latest iPhone, it’s a win-win for both Apple and its loyal customers.
