As a technology journalist of more than a decade, I’ve seen iPhone-centric Apple events come and go. Yet for TechRadar, the usual September Apple phone launch is one of the biggest events of our calendar.
But, discussing this with Global Editor-in-Chief Marc McLaren, it seems like the appetite and enthusiasm for new iPhones is starting to dwindle; some evidence of this can be seen in a report that the iPhone Air just isn’t selling well.
For what it’s worth, our iPhone 17 review, iPhone 17 Pro review, iPhone 17 Pro Max review, and the iPhone 17 Air review, all showered acclaim on the new phones.
But there’s a strong argument to be had that they don’t offer anything that compelling; Apple makes good smartphones and that’s not going to change. However, perhaps the hype train for them it nearing its terminus.
Maybe its down to newer brands to shake things up, like Nothing and its take on AI…
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