As a technology journalist for more than a decade, I’ve seen iPhone-centric Apple events come and go. But for TechRadar, the usual Apple phone launch in September is one of the biggest events in our calendar.
However, discussing this with global editor-in-chief Marc McLaren, it seems that the appetite and enthusiasm for new iPhones is starting to wane; some evidence of this can be seen in a report that the iPhone Air just isn’t selling well.
For what it’s worth, our iPhone 17 review, iPhone 17 Pro review, iPhone 17 Pro Max review, and iPhone 17 Air review all coincided on the new phones.
But there’s a strong case to be made that they don’t offer anything that compelling; Apple makes great smartphones, and that’s not going to change. But maybe the hype took for them it is approaching its terminus.
Maybe it’s down to newer brands to shake things up, like Nothing and its take on AI…
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