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Honestly I think competition is still the reason. Some companies are opting for silicon-carbon batteries and pushing things forward, they could make the phones even thinner for a lighter phone, but are often opting to push more mAh.

Example:

iPhone 17 Pro Max 4,823 mAh (physical SIM variant)
iPhone 17 Pro Max 5,088 mAh (eSIM-only variant)

OnePlus 13 (6000mAh silicon-carbon battery)
Xiaomi 17 Pro Max (7500mAh silicon-carbon battery)
Yup, hence the rest of my post:

Apple's probably just trying to hit an arbitrary marketing number of hours spec, like 45 hours (the 17 Pro Max has "up to 39 hours" by comparison).
Apple’s trying to make the iPhone Pro Max the iPhone Ultra when they should have just made an Ultra to match the Apple Watch Ultra.
 
Very happy with my 17 Pro Max but I do have another upgrade due next year.
My biggest thing is to upgrade whenever Apple upgrades the RAM in an iPhone, those generations are usually the ones to get, so if the 18 Pro Max brings 16GB RAM, I may jump on.

What is capturing my attention with the 18 is the possibility of Under Screen FaceID which has long been rumoured and may still not happen for a while, IF it does happen I may just jump in.
 
10 such reasons are not enough to make me wait for anything as ugly as the new pro series design.

1 simple reason to wait would be a Jony Ive design. Or by someone new who could match his eye for form.
 
Most of those things are fluff, niche use features for most people or a matter of aesthetics.

Only two things are important: the 2nm chip and Apple's in-house C2 modem chip.

These two alone will massively improve the battery life. Expect better thermals too, which means the heatsink in your Pro iPhone can theoretically become slimmer and lighter.

2026 is the year of transitioning from 3nm to 2nm. Also happening in the Android world. It is a big deal. Be glad you are alive in this timeline to witness this.
 
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