The news: The latest Apple iPhone 15 rumors indicate greater differentiation between regular and Pro models, plus a price hike. But new features will be limited, pointing to innovation saturation in the smartphone space.
Key changes in the iPhone line: Apple will likely maintain a four-product iPhone line, with regular and Max versions for both the iPhone 15 and iPhone 15 Pro, per Bloomberg.
Trendspotting: Dominant smartphone companies like Samsung and Apple are offering minor design and performance improvements that could entice customers updating to new devices.
However, it also denotes an industry-wide plateau in terms of design and innovation—an indication that we’ve reached peak smartphone.
The problem: With the 5G transition nearly complete, consumers have fewer reasons to consider expensive new smartphones. Lack of competition has also slowed innovation, which could result in customers holding on to their devices for a year or two more.
The benefit: As smartphone innovation stalls, we will continue to see premium features trickle down to mid-range smartphone models, further blurring the line between basic and premium devices.
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