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everyone is going to get bogged down trying to figure out the significant difference between the 18 and 18e.
Kinda like the old MacBook and MacBook Air that used to be available
 
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If they weren’t substantially different, their sales numbers wouldn’t have differed so much.
What? Most people just didn’t want the smaller size, it’s a pretty cramped experience. If they made an 11” Macbook Air it wouldn’t sell as well as the 13” either, even though some would like it to exist
 
Replaced by the price ladder method.

18e isn't much cheaper than 18
18 isn't much cheaper than 18 Air
18 Air isn't much cheaper than 18 Pro

Well, might as well get an 18 Pro Max since we're here.

Yeah. It’s way more confusing for consumers, but they ultimately make more money because people end up over buying.

I really got walked up the ladder on my last Mac purchase. A big reason why was I’m a bit of an intense multitasker and needed at least 48GB of memory since this thing is going to last me 6-7 years. But the Pro chip at the time maxed out at like 36GB. But then to go to the low Max chip, you start at 36GB which then jumped up to 96GB for some reason, which cost a lot. So then you may as well go up to the Max high chip, but then it’s only a little more to get 64GB instead of 48GB. And yeah, ugh, I’m a sucker too.
 
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Apple expanding to six iPhone models could be a double-edged sword. On one hand, it shows their intent to capture a wider market offering more pricing tiers and tailored experiences. But on the other, it risks overwhelming customers with too many options and small feature gaps that aren’t always easy to understand. If Apple can maintain clear differentiation and avoid product cannibalization, this could work. But execution will be everything.
 
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This is ridiculous. What ever happened to the four box method?

Far be it from me to think that the MR forums are representative of the buying public as a whole, but there are so many commenters here who want different things from their phones - from mini to large, one camera to all the cameras, thin and light to massive with a battery that will last days, folding or flat, top tier to less expensive. The variety of different things that people want from their phones can be seen in the MR comments, and I'm sure Apple has an even better idea of the phone buying public than we do.

Apple also knows that now is not 1997, when Jobs announced that to get back on its feet, a struggling Apple would focus on the basics: a four-quadrant method for defining their computer-only product lineup. It was pre-iPod, pre-iPad, pre-iPhone.

That is not the Apple of today, and the market for phones is much different than the market for computers was in the day of 56k modems and PowerPC chips. The market for phones is huge and varied by comparison to the market for computers at the time, displaying the kind of variety that Apple, Samsung, etc. can all sell wildly different products to.

Edit for clarity
 
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I’d consider Apple’s single greatest innovation to be realizing too many choices is a bad thing. It transformed a generation of UI design for the better.

Simplicity used to be a core value at Apple. That seems completely lost in 2025.
 
Think this will happen. Entry level and the base iPhones in the beginning of the year followed be the high end and foldable towards the year end. Waiting to see the foldable.
 
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I think they should call the foldable the iPhone XX.

it would be a parallel of sorts to the iPhone X, which did not, as we know, come after the iPhone 9 because the iPhone 9 never existed. And of course the iPhone X was the first of a brand new design, one which is still more or less the same now years later.
 
This makes perfect sense. One has four phones all using the latest chip. The spring phones get that chip, but months later when production can more easily handle it, and likely the price drops. It also gives a longer lifespan in a current phone for than was previously possible. Apple likely has data as well that iPhone base model buyers are not as concerned about the chip. The previous model E series phone will probably be retained at $100 less giving them that $499 price point for a very capable device.
 
This seems like a pretty obvious attempt from Apple to get people to spend more money for the new models.

Only offer the most expensive SKUs first, and then early the next year we’ll offer the more affordable options.
 
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What? Most people just didn’t want the smaller size, it’s a pretty cramped experience. If they made an 11” Macbook Air it wouldn’t sell as well as the 13” either, even though some would like it to exist
The point is that there is an important difference that make people buy one and not the other. It’s therefore really not the same model.
 
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umm, how many different Mac desktops were on sale before Jobs came back in 97?
 
So you don't like choices?
Weird.
Choices are cool, but artificial feature differentiation is not great for the end user. Couple all these "choices" with the yearly cycle and Apple has a mess to handle and end up making decisions where they are competing with themselves instead of the market. I'm looking at you 60Hz screen...
 
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I really got walked up the ladder on my last Mac purchase. A big reason why was I’m a bit of an intense multitasker and needed at least 48GB of memory since this thing is going to last me 6-7 years. But the Pro chip at the time maxed out at like 36GB. But then to go to the low Max chip, you start at 36GB which then jumped up to 96GB for some reason, which cost a lot. So then you may as well go up to the Max high chip, but then it’s only a little more to get 64GB instead of 48GB. And yeah, ugh, I’m a sucker too.

I had the same issue! Buying an M4 14" MBP, wanted additional memory. Well, M4 Pro isn't that much more money and comes with more memory. Huh, look at that, M4 Pro with extra cores is a little more, why not get that?

The price ladder is vicious, and we keep getting bit. When will we learn our lesson?
 
If the battery life is good, I hope the Air brand becomes the standard like it is with the MacBook. Otherwise it's far too confusing.

Consumers will understand the Airs and the Pros being Apple's main lineups, with a cheap phone and foldable phone filling out their respective niches.

That's still four lines and six phones in countless SKUs, but thin and light phones for the everyday consumer and chunky feature-rich phones for the "Pros" makes sense to me. Still not convinced that the foldable is a worthwhile investment of Apple's time, but it's clearly working for Samsung and I'm excited to see Cupertino's implementation.
 
Imagining how this will look in Apple Stores long term: the e, Air, and Air Plus on the "consumer" side and the Pro, Pro Max, and the Foldable on the "pro" side.
 
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