The medium is the message
Beyond market dynamics, messaging could be another reason Apple might be moving to segmentalize its market. Think about the most recent iPhone launch and how many of the nuances of each model were buried by more generalized reporting across all of them. The iPhone 17 I’m using myself maintains everything about the iPhone range, but the vast majority of reports on the new models focused on the higher-end devices.
With that in mind, it makes sense for Apple to put partition between its iPhone families. Doing so will enable it to explain the benefits of each product better. It gains freedom, flexibility, and the opportunity to build an iPhone range that encompasses a variety of different forms, builds, and features. Diversification, it thinks, is power.
I believe the move will help Apple sell more iPhones. It’s also worth noting that this is not actually a major departure from what the company already does, with some devices already usually appearing in spring. Apple is setting the scene for change, and as the company does everything for a reason, that means it has plenty more planned.
