Apple is a much larger company now than it was when Steve Jobs passed, and recently it’s been experimenting with diversifying the iPhone lineup to better serve a growing user base. We’re starting to see some growing pains, and more change is coming.
Apple’s expanding iPhone lineup is having early growing pains
After years of relative stability in the iPhone line, over the past year Apple has shaken up its offerings in several major ways.
iPhone SE was discontinued, replaced by the iPhone 16e at a much higher price point, and a plan to ship annual updates.
iPhone Plus was discontinued, and the all-new iPhone Air took its place, offering a very different set of advantages.
iPhone 17 Pro and Pro Max became more ‘Pro’ than ever, with a bold new visual identity, thicker and heavier builds, and tons of camera specialties.
We’ve had the iPhone 16e for a while now, but it’s only been a couple months since the Air and 17 Pro launched.
Nonetheless, it appears Apple has found only partial success in its expanded, diversified iPhone lineup.
iPhone 17 Pro seems to be selling exceptionally well, while the iPhone Air and iPhone 16e reportedly are struggling.
To understand the challenges involved with Apple’s iPhone shake-ups, I think it’s helpful to revisit the famous Steve Jobs 2×2 product matrix.
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