After years of mostly unchanged iPhone lineups, Apple has already shaken things up this year by debuting the iPhone 16e instead of the expected new iPhone SE. The company is just getting started though, as this fall’s iPhone 17 family—particularly the Air and Pro Max—will change even more, with direct inspiration from the Apple Watch.
iPhone 17 Pro Max and Air present an Apple Watch-like contrast
For the last several cycles of iPhone updates, Apple has shipped four models: base, Plus, Pro, and Pro Max.
With the iPhone 17, a new Air model is replacing the Plus, and Apple’s making key changes to the Pro Max (nay, Ultra?) too.
iPhone 17 Air will debut an ultra-thin new design. It will be the flashy ‘thin and light’ model.
iPhone 17 Pro Max, however, is swinging hard in the opposite direction.
Even though any Pro Max model would already be thicker and heavier than the new Air model, Apple is pushing even further into ‘Ultra’ territory this year.
Rumors indicate the 17 Pro Max is getting thicker than previous Pro Max models so it can pack even more battery.
In summary: one new model is going thin and light, while the other is a thick and heavy battery beast.
Sound familiar?
That’s exactly the playbook Apple used with its recent Apple Watch debuts.
- Apple Watch Series 10 got thinner and lighter, with a large display too.
- Apple Watch Ultra remained the rugged, heavy duty battery champion.
Whether you value sleekness or having the most battery possible, there’s an option for you.
And as far as we can tell, that strategy has worked for Apple.
So now, it’s going to test it out with the flagship iPhone line.
For maybe the first time ever, Apple could potentially offer the ideal iPhone model for just about anyone.
Do you think Apple’s iPhone 17 strategy will prove a success? Which model will you buy? Let us know in the comments.
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