Apple fixed its versioning problem with iPhone 13.
Since 2018 Apple started to release two versions of iPhone yearly, cheaper and high-end models, they continued this practice in 2019, and climaxed in 2020 with 12 and 12 Pro.
iPhone 12 and 12 Pro had exactly same form factors, dimensions and displays. Both models also shared processors and other hardware. The only differentiator was telephoto camera lens, but let’s be honest, when was the last time you used portrait mode?
It made Apple’s customer wonder, is it worth to spend another 3 hundred euros for an extra camera that won’t be used daily. The problem occurred due to the lack of knowledge about how consumers value the product as well as what they are willing to pay for it. Apple’s inability to provide high quality and proper versions of iPhone created a gap between consumers value and Apple’s understanding of this value.
But this year with the release of iPhone 13 line up, Apple fixed this problem and added killing differentiation feature and couple smaller ones.
Worth to say that both 13 and 13 Pro are still in the same design and form factors, cheap version is still in a lack of telephoto camera. However, this year Pro version also learned to zoom pictures a bit more. In addition, there is longer battery life, by adding another 30 grams to its mass. Still no intend to pay more, right?
So, Apple finally added 120 Hz refresh rate display in pro version. Not going to judge about it being the best implementation comparing to competitors. But, 120 Hz display compares with 60 Hz, as your flat TV compares to your grandmas old fat TV set.
Apple implemented technology in all features and applications, so you will really feel this feature every time you use your phone, or better say every time you are not using 120 Hz display.
To conclude, Apple learned its lessons and evolved in one year from only camera differentiator, to camera, longer battery life and a killing, best on the market display. In this case, consumers get exact products, and if you pay 3 hundred euros, you get much better day to day usage experience.
Interesting blog post Yuliya! It seems that all the great companies achieve success from trying new things and then recorrecting the course. I love how Apple saw that there’s a need for an upgrade in their versioning strategy and they immediately implemented it. Although, many people believe that purchasing Apple products are quite irrational for what you pay, but I believe Apple’s reputation, brand and the value they add allow them to charge a premium for its high-end products. What do you think, would you consider paying premium for the newly released iPhone 13 or 13 Pro?
Andrius thank you for your opinion 🙂 You highlighted pretty interesting points, do you use Apple products? Unfortunately, I would rather not promote buying new iPhone 13 but not because it’s a marketing and irresponsible consumption. Simply because nothing has impressed me from iPhone 10. I was extremely happy to buy a yellow phone since it’s my favourite colour but for the are features, yet, nothing worked for me in away where I will decide to buy a new one, except the circumstances if the current one will be broken or something.. What about you?
It is nice to see the concept of versioning applied in such a recent case. Indeed, I agree that Apple has managed to improve the segmenting of customers better, allowing for more different features across product versions. However, @Andrius brought another important point here, did the reputation and brand image of Apple compensate for the misalignment in versioning of their past generation phones? Looking at the numbers reported in June, 2021, Apple sold over 100 million units, which surpassed the record sales of iPhone 6 Series for the first time since 2014. Of course for the total amount of sales we should include that Apple including more premium features in the basic models as well. Surprisingly, I also found a report stating that the Pro models were the ones that sold the best despite the small differences between models. However, it may be that versioning of products is also very subjective… Anyways it is really interesting topic, thank you for sharing your views.