The smartphone industry was in transition long before COVID-19 was a slip on everyone’s radar. More than 13 years after the introduction of the original iPhone, these products have long since moved from luxury to merchandise and have lost some of their luster in the process. There have been slower upgrade cycles in recent years as consumers have hesitated to pay $ 1,000 or more for new equipment.
And while the iPhone 12 was undoubtedly in development long before the current pandemic, the global pandemic shutdown only exacerbated many existing problems for smartphone makers. The clearest representation of Apple’s response is the sheer number of iPhones announced at today̵
Today’s event brought a total of four new iPhone models, priced between $ 699 and $ 1,099: the 12, 12 Mini, 12 Pro, and 12 Pro Max. As with the Apple Watch, the company is keeping last year’s iPhone 11 and dropped the price to $ 599. This puts the older model for Android devices in the upper middle range, but represents a much cheaper entry point than we are used to for Apple phones.