Apple’s iPhones have always been expensive handsets. As sales continue to fall Tim Cook’s strategy has been to ratchet up the price, cull the smaller and cheaper handsets, increase the average revenue per user, and have the markets focus on revenue rather than unit sales.

I wonder if Cook is embarrassed about this approach? Apple does its best to push the iPhone as a cheaper smartphone, with a mix of subsidised network pricing, reconditioned units, and advertising prices that are significantly lower than full price (with a tiny condition that the price includes a trade-in rebate).

And perhaps the most cynical hook of all… Apple cripples the lowest tier of handset both to reduce the advertised price of a family of handsets while forcing an easy upwell to a mid- or high-tier price point, increasing the turnover and revenue.


Apple CEO Tim Cook delivers the keynote address during the 2019 Apple Worldwide Developer Conference at the San Jose Convention Center on June 03, 2019 (Photo: The Asahi Shimbun via Getty Images)


That does not look likely to change in this year’s update to the iPhone family. Specs from the presumptively-named iPhone 11 handsets (which will be replacing the iPhone XR, XS, and XS Max) have leaked via the Foxconn assembly line, and once more Apple’s sneaky storage trick is going to be used.

Although there will be industry standard storage settings of 512GB and 256GB available at launch, the lowest tier of each device will come with a paltry 64GB of storage space.

Just take a moment to think about this. A high-priced premium smartphone that is designed to be compared to the best devices running Android…. will ship with just 64GB of storage.

In the past 64 GB would be a huge amount of storage. Not today. Handsets are throwing around multimedia files like they are going out of fashion, promoting mammoth games with gigabytes of graphics, and huge volumes of offline caching that music and podcasting apps are performing behind the scenes to try and promote a seamless user experience.

Now, with a bit of careful thought and use, you can manage this incredibly small amount of storage space, but how does that match up with Apple’s message of putting the user first, of creating the best mobile experience possible, and creating the best mix of hardware and software.

For me, it doesn’t match up at all. Apple should start treating the premium priced iPhones to premium priced specifications.

Now read more about Apple’s nightmare around the iPhone in 2019…

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