As a technology journalist for more than a decade, I’ve seen iPhone-focused Apple events come and go. However, for TechRadar, the usual September Apple phone launch is one of the most important events on our calendar.
But, discussing this with global editor-in-chief Marc McLaren, it seems that the appetite and enthusiasm for the new iPhones is starting to wane; Some evidence of this can be seen in a report that the iPhone Air simply 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 drew praise for the new phones.
But there is a strong argument that they offer nothing all that compelling; Apple makes good smartphones and that’s not going to change. However, perhaps the enthusiasm for them is nearing its end.
Maybe it’s up to newer brands to shake things up, like Nothing and their take on AI…
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