See Apple’s iPhone strategy, in one chart

When the iPhone first appeared in 2007, there was one mannequin with two storage sizes. Two telephones. With the iPhone 13 line happening sale final week, Apple now sells 24 completely different iPhones, starting from $399 on the backside to $1,600 on the prime—a $1,200 delta.

A chart created by longtime Apple pundit and Relay Ventures accomplice Horace Dediu exhibits simply how a lot Apple’s lineup of telephones has widened over time. This broadening of the product providing reveals Apple’s casting a wider and wider internet to persuade extra folks to purchase iPhones—after which buy the apps and providers on them.

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“The combination of product exhibits additionally that irrespective of your funds yow will discover an iPhone, particularly contemplating the used market, which brings costs all the way in which all the way down to zero,” Dediu tells me in an e mail.

He factors out that a lot of the iPhone line’s progress has occurred with higher-priced iPhones. “Whereas rising on the prime finish, [iPhone] has maintained the identical value flooring,” he says, including that whenever you issue in inflation, the common promoting value of iPhones “has remained surprisingly regular over 14 years.”


To say Apple’s iPhone advertising and marketing technique has labored is an understatement. “Contemplating that over 2 billion iPhones have been bought, and that 1 billion are nonetheless in use, the iPhone stays the preferred product of all time,” Dediu says.

The iPhone has powered Apple’s progress to a $2 trillion company. Now, because the big-time iPhone gross sales progress of early- to mid-2010s fades, Apple’s emphasis has turned to sustaining or rising the dimensions of its base of iPhone customers and promoting as many Apple providers (apps, video, music, storage, and so forth.) as doable by these units.

Apple in the Tim Cook dinner period is much less about mouth-dropping innovation and extra about milking each final cent of revenue out of merchandise the corporate already sells. If Apple’s augmented actuality glasses and self-driving automotive seem on Cook dinner’s watch, that assertion may have revising. However for now, Apple’s technique stays getting as many iPhones into as many individuals’s pockets as doable.