There’s probably a lot of market research out there by fancy people who analyze consumer data trying to answer one question: Why do people choose an iPhone? Is it a reputation for better privacy? Long-term reliability? Targeted ad campaigns? I think it’s a lot simpler than anyone wants to acknowledge: Their previous iPhone no longer works.
They’re fed up with an aging battery, or they’re tired of a dated processor chugging through app screens. Maybe their previous iPhone ate it altogether. They’ll pick up whatever-number-we’re-on-now (soon to be 17, with a supposedly “awe dropping” reveal tomorrow) because they like their old phone well enough. It’s familiar and reliable, so why change things up? The point is: Most people are buying an iPhone out of habit, rather than as the result of a conscious decision.
I think five or seven years ago, the choice to buy an iPhone was more of an active one. People really liked what the iPhone offered — a robust app ecosystem, a streamlined operating system, and an excellent camera. But over the past decade, the list of things you “need” an iPhone for has gotten shorter as Android has caught up. You can even get a Pixel phone with what is essentially MagSafe these days.
To be sure, that’s partially the reality of a mature product category. The appearance of must-have upgrades has slowed down, and people are buying phones less frequently than they used to as a result. But even if the pace of innovation has declined and people are holding on to their phones longer, shouldn’t a phone that’s four or five years newer than the one you’re trading in feel like a real upgrade?
It looks like there’s good news on that front. Rumors point to some significant upgrades for the base model 17, like the long-awaited addition of a ProMotion screen. The features Apple has slowly trickled out over the last few years — Dynamic Island and Camera Control — haven’t exactly set the world on fire, but the compounding effect might make them feel like more substantial upgrades in the hands of, say, an iPhone 13 owner.
Beyond the base model, it seems that Apple is taking some bigger swings. Rumors point to a significant redesign for the Pro phones: the camera bump will stretch out, we’ll get a vibrant orange color option, and the Plus model will slim down into a strikingly thin iPhone Air. If that’s all accurate, there won’t be any risk that you’ll mistake an iPhone 14 Pro for a 17 Pro. Not to mention that the 17 will be the first time many people get a look at Liquid Glass, the new design language in iOS 26. The polarizing, slightly sci-fi redesign leans into a future where augmented reality demands more transparent UX elements. It calls attention to itself in a way that Apple’s previous iOS designs have shied away from.
It feels like the smarter Siri that we were supposed to have by now — the one with AI that’ll make your life easier, etc. — is the missing guest of honor
Is the sum of all these upgrades an iPhone that will get people excited to upgrade? I doubt it, but maybe that’s not the point. More likely, it’ll signal to the people already resigned to upgrading their old iPhones to a new iPhone that there’s something fresh waiting for them, even if many of the year-over-year changes are superficial.
And then there’s what’s not here. It feels like the smarter that Siri we were supposed to have by now — the one with AI that’ll make your life easier, etc. — is the missing guest of honor. This was Apple’s big attempt at not just a new feature, but a whole new way to use your phone. What’s rolled out of Apple Intelligence hasn’t offered much, and the biggest promises still aren’t ready.
Even without it, the snowball effect of the last few years’ worth of feature upgrades — plus some bold new visuals — might make potential buyers sit up and take notice. But a keen observer might find the overhaul a little shallow; a flashy makeover that only goes skin deep. Will it be “awe dropping?” I don’t know about that. But for most people? I bet it’ll be just enough.
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