As a technology journalist for more than a decade, I’ve seen iPhone-centric Apple events come and go. Still, for TechRadar, Apple’s usual September phone launch is one of the most important events on our calendar.
But, in discussing this topic with Global Editor-in-Chief Marc McLaren, it seems that the appetite and enthusiasm for the new iPhones is starting to wane; Some evidence of this can be seen in a report that the iPhone Air simply isn’t selling well.
For what it’s worth, our iPhone 17 review, iPhone 17 Pro review, iPhone 17 Pro Max review, and iPhone 17 Air review, all got acclaim on the new phones.
But there are strong arguments that they offer nothing as compelling; Apple makes good smartphones and that’s not going to change. However, perhaps the hype for them is nearing its end.
Maybe it’s up to new brands to shake things up, like Nothing and its approach to AI…
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