Ultimately, your argument is that we're not getting that much rich innovation coming from Apple at the moment, even though they can really talk up the east side of things. The iPhone certainly will sell well this fall. Right? They're probably going to produce between 80 and 90 million units, we've reported. But there's not going to be major growth over the prior year or the year before that or even the year before that. This is a company that is making essentially minor changes on an annual basis to their phones at this point. Right. And that's going to continue At the 16 line, you're going to see a new button, at least on the pro phones that turns the phone more into a DSLR. You'll be able to lightly press the autofocus hard pressed to take a picture. So that will be cool. The bigger changes will come next year, including a new, slimmer iPhone 17 model.

to replace the iPhone six plus, as well as a new lower-end iPhone chassis, which could really boost sales in emerging markets. Marc Bloomberg Technology senior producer. Jackie Lopez doesn't allow props, So I'm just going to I'm going to demo this. It's a DSLR camera that I'm pretending to hold. That's it. That's the innovation. They've come up with the iPhone 16 generation A button for the camera. Well, it's going to be a cool button. And I think a lot of the Apple, the homemakers, Samsung, Galway, etc., you can expect them probably they're going to copy it down the road. It'll be a little bit of a gesture area so you can swipe left to right, right to left to move between media modes and zoom in and out. There's also going to be larger screens on the pro models, faster processors. And of course, the big push is going to

be around Apple intelligence. Right now, only the pro 15 models support Apple intelligence. Now all four iPhone models for Apple intelligence because they're adding additional memory and horsepower. So certainly that's going to be a significant deal there. But I personally don't think Apple intelligence right now is something that you're going to see really boost sales. I think that's going to happen next year or the year after as people are making more upgrade decisions from older models that don't support it.

Apple iPhone 16 Is Stopgap Until Bigger Changes Arrive

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