When we talk about iPhone launch, a huge event appears in front of our eyes. From the media to the fans, everyone is waiting for that moment. But, it seems that Apple’s iPhone launch pattern may change every year! Yes, although it may sound a little strange, some reports indicate that Apple may be rethinking their strategy. But why this change? Let’s see.
Is Apple stuck in a loop?
Many people think that Apple is stuck in this cycle of bringing a new iPhone to the market every year. And to be honest, I think Apple should change its upgrade cycle. On the other hand, Apple can learn something from another tech giant, Nintendo.
Nintendo does not follow any routine when launching their products. For example, a few months ago, Nintendo suddenly surprised everyone by releasing their new Emotion Sensing, Sleep Tracking, Interactive Sound Alarm Clock—called Alarmo. This news went viral all over the internet! Who would have thought that such a quirky gadget would be associated with Health and would do Sleep Tracking?
This kind of surprise could be very effective for Apple. Because, in today’s consumer tech world, everything is pretty routine.
Will the iPhone upgrade cycle change?
Bloomberg’s Apple reporter Mark Gurman drew everyone’s attention with a piece a few days ago, where he said that Apple may be thinking about getting out of its annual iPhone update cycle. What we’ve been seeing so far is—new software is shown at WWDC every June, then iPhone and Mac launches in September or October, and software updates come with it.
This process is so accurate that Store Employees, Press, Investors, Analysts—everyone knows what to expect with the iPhone. But, the situation is a little different this year. Apple made a lot of big promises before bringing the iPhone 16 to the market—about Apple Intelligence. Consumers expected new experiences to be available on the iPhone through AI, but the reality is, Apple Intelligence is not yet fully ready.
Why are fans willing to wait?
Now the question is, would it have been better to delay the launch of the iPhone 16 even further, when Apple Intelligence was fully ready? There have been many reviews that say customers should wait. Many have expressed disappointment on social media, as they feel that there is not much difference between the new iPhone and the previous phone.
In my opinion, true Apple fans are willing to wait if they know that something new is really ready. Many Apple products, such as the iPad or some Macs, do not get updates every year, because they do not need them.
Software updates are enough, right?
A great example is the AirPods Pro 2. This product, launched in 2022, is now going to get a software update that will give the AirPods Pro 2 a completely new experience. The new Hearing Health feature will turn the AirPods Pro 2 into FDA Authorized Hearing Aids. See, the magic of software! It is possible to update a product without updating the hardware.
Apple is now using more and more Recycled and Renewable Materials and is trying to reduce their Carbon Footprint to zero. So, software updates are enough to keep the devices usable for a longer time.
Apple is no longer just dependent on hardware, they are also making a lot of money from subscription services—services like Apple TV, Amazon Prime Partnership are playing a big role in their revenue growth. So, how much is the need to launch an iPhone annually?
What should we learn from Nintendo?
Now let’s talk about Nintendo. Nintendo has shown us that there is no need to follow any specific rules to be a giant tech company. The Nintendo Switch console was launched in 2017 and it is still running smoothly. That year’s iPhone 10 will not get this year’s iOS 18 software update.
Nintendo’s president directly told their customers what to expect from Nintendo. In May, he tweeted that the successor to the Nintendo Switch will be coming within this fiscal year. They don’t keep any teasers or smoke. Even consumers know by now that something new may come, but they are able to do a lot with the current technology.
Can Apple bring back their surprise and delight?
Apple has a business phrase in its name—”Surprise and Delight”. This means surprising customers with unexpected gifts or experiences. Perhaps this approach can be followed in the case of hardware launches as well.
Do we really want the iPhone to launch on time every year, or can we wait for the product to hit the market when it is fully ready?
Will Apple really change its iPhone launch pattern every year out of fear of falling stock prices on Wall Street? Or is it time to break out of this cycle?
Tell us your thoughts!
