I wrote part of this article ahead of the September 14th media event where Apple introduced the iPhone [lucky] 13 and the Apple Watch 7. Although the former, days from shipping, garnered the usual favorable reviews, some were not so impressed. To them, the changes were largely “incremental” compared to the iPhone 12. It has a beefier battery, better camera performance, a slightly smaller notch and a little faster performance. It looks nearly the same, but will require a different case because it’s a tad thicker and has a larger camera bump.
Except for battery life, I rather doubt most of you would notice much of a difference, and it’s likely people upgrading will be switching from Android or replacing a much older iPhone. Otherwise, paying more for some models may not make a whole lot of sense with discounts to be had on the iPhone 12.
Some might suggest that this is an example of Apple losing its competitive edge. But it’s more about the fact that such a high level of performance has been achieved that it becomes harder and harder to improve things. Compared to all the expected possibilities, the complete elimination of the still-controversial notch would be the most effective move. Apple could sell an iPhone without one and it would probably succeed as much or more than most any other improvement.