Every year, Apple releases their latest iPhone, claiming the newest iteration to be the finest technology to date. In September 2023, Apple released the iPhone 15 Pro, the first iPhone ever crafted with aerospace-grade titanium. Now, two years later, with the release of the iPhone 17, the titanium is gone. What is in its place? Aluminum. These material swaps were some of the smallest changes to the design, yet they defined the iPhone 15 Pro then, and the iPhone 17 series now. This subtle change is at the core of Apple’s marketing of the newest iPhone.
Every year since 2020, with the iPhone 12, a clear pattern has occurred: a bigger screen, an improved CPU, increased battery life, and more sustainable materials. And, every year, nearly the same article about the new iPhone is put up on Apple’s website, and almost identical ad campaigns are on highway billboards in August. For instance, in this year’s commercial, Apple showcases the durability and clear camera due to a better CPU by placing the iPhone in harsh environmental conditions. Apple brags about these improvements and their usefulness, but what do these improvements actually mean for the average consumer?
The starting models of the iPhone were new and innovative—this type of technology was unheard of at the time. Between each model, such as the iPhone 1 and iPhone 2, the difference in pixel quality and durability was clearly visible to the naked eye. Each September at the annual product launch event at Apple headquarters in Cupertino, California, Tim Cook, Apple’s chief executive officer, called the new iPhone “the most advanced iPhone ever”.
But, what about the newer models?
In the iPhone 17, according to Apple, they continued to improve the camera with a dual fusion camera system, the battery life with an A19 chip, and the display with Promotion technology in 120Hz. In addition, the device has a larger 6.3” screen and three times better scratch resistance. Meanwhile, the iPhone 16 only featured a 6.1” screen, a weaker A18 chip, and a 60Hz display. However, both have a powerful ceramic shield front, which is a combination of ceramic and glass to protect the screen and improve drop protection.
In addition, for the last few years, Apple has been releasing new iOS versions coordinated with iPhone launches, such as the iOS 26 that came out a few weeks ago. Specifically, as stated on Apple’s webpage, iOS 26 has focused on Apple Intelligence, an array of AI tools built into the Apple Ecosystem, which Apple states, “help you write, express yourself, and get things done effortlessly”. These features allow users to summarize text, identify objects in images, and expand Siri’s capabilities through the integration of OpenAI’s chatbot ChatGPT.
In addition to Apple Intelligence, iOS 26 brings new functionality and customization for devices. The lock screen features a dynamic time display with new personalization options. The Messages app introduced a poll feature for group chats and conversation backgrounds. Moreover, Apple Intelligence has been integrated for smarter auto-replies. Another major feature is live translation, giving real-time translation for conversations, calls, and texts. Other features include Smart Recap, which summarizes notifications and messages, and Hold Assist, which notifies you when you are off hold during a call.
However, most of the newer AI features primarily work on the recent iPhone models, including the 16 Pro and 17 series. Older phones do not support Apple Intelligence, an incentive to upgrade for the consumer.
This strategy makes last year’s iPhone become outdated instantly, and its features become “old.” But, to the average consumer, there is not much difference compared to the tremendous change between early series and models. This begs the question: Is it actually worth buying the iPhone 17 in 2025, or waiting a couple of years for the new iPhone of the time?
For most consumers, owning an iPhone is not about the better chip in the iPhone 17 versus the old chip in the iPhone 16. The truth is that the annual iPhone launch has drifted from technological desire. Apple’s infamous iPhone is not just about technology, but also the psychology behind it.
The decision to own an iPhone revolves around Apple’s social strategy behind the scenes. According to the Pew Research Center, 95% of teens own a smartphone, and data from Piper Sandler’s Taking Stock With Teens (2024) article on NASDAQ shows that 85-87% of U.S teens own iPhones. Owning an iPhone is no longer just about having a phone; it is a culture. An instance is the “green bubble,” which is how Apple distinguishes Android texts from iPhone users. For teens, seeing group chat messages turn “green” makes the Android user an outsider. It makes them want an iPhone, even if the change may be a downgrade from their current phone. Essentially, teens conform to peer pressure and feel a need to buy from the popular brands, which Apple monopolizes in the technology world. For the youth, it is not about what is new in the iPhone, or what is better, but rather a desire to fit in with the group and not feel left out in the Apple ecosystem.
With some iterations proving to be steeper than others, Apple’s latest releases introduce and build on its previous products year after year. The new features in iOS 26 give us a glimpse of what AI can do in our devices. Nevertheless, as previously stated, these features are not supported in older models. These improvements are evident, but are they enough to justify a roughly $1000 price tag, especially if you still have a functioning phone?
Apple’s real innovation isn’t the new iPhone – rather the power to convince us that we can’t live without it.
For the majority, these new AI features, better screen, or switching from Android to iPhone are not worth the price tag. These features do virtually nothing for most, and we are chasing a feeling of joy and personal identity, not convenience. Essentially, you do not require the new iPhone unless you have an old, outdated phone that is at least as old as the original Nintendo Switch.
Moral of the story? Save your money.
