Apple's Reluctance to Enhance the iPhone 16 Could Jeopardize their Success

With the iPhone 15, Apple is aiming to make the entry-level vanilla iPhone good enough for most buyers, while still encouraging those looking for a superior experience to opt for the more expensive iPhone 15 Pro. However, Apple needs to ensure that any upgrades to the iPhone 16 do not overshadow the iPhone 16 Pro. Rumors suggest that the iPhone 16 may include an Action Button, which would replace the physical mute control with a capacitive button that offers pressure sensitivity and secondary commands. Another potential addition to the iPhone 16 is a Capture Button that acts as a traditional camera shutter button. To differentiate the models, the Action Button is expected to appear on the iPhone 16 and 16 Plus, as well as the iPhone SE in 2024. Apple has been limiting the updates and upgrades to the vanilla iPhone models in order to maintain a distinction between the Pro models and the entry-level models. For example, the vanilla iPhones have a 60 Hz refresh rate compared to the 120 Hz refresh rate of competitors’ handsets. Additionally, the choice of processor inside the iPhones has been varied, with the Pro models having more advanced chipsets. The camera capabilities also differ between the models, with the Pro models having superior features such as optical zoom. Despite these limitations, the vanilla iPhones offer a lower price point and still provide a satisfactory user experience for many customers. The future of the vanilla iPhones becomes uncertain when Apple updates the iPhone SE in early 2024.