And I think it's here to stay.
Apple's goal with this isn't necessarily just to get money from people who don't have enough with 5GB (which is everyone btw).
What Apple is aiming for imo is that because people will need to buy extra storage, they will most likely add a credit card to their account to pay for it. Adding a credit card to your Apple ID makes your account spend-ready to buy more stuff on the app store or through in app purchases. You could of course buy a gift card, however because it's a recurring payment I think most people will have added their credit card and so that obstacle that would have before prevented you from making some purchase, is now gone.
That's great for the iPhone 16e and iPhone 16. However it's gross that the Pro models still come with 128GB of storage, because of the price but also because it handicaps the iPhone since that storage model removes camera features.
The 17 Pro should start at 256GB and it's also time for a 2TB iPhone.
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Seriously, these are both spot on. Why not offer a 2TB iPhone considering they promote the Pro Max as a literal movie camera? There are plenty of people that would hand over their money for that, and it would be relatively easy for them to do.
And that's exactly right about iCloud, it's definitely more leverage at this point than genuinely offering people something useful for free. It's the DropBox model. Prompt people into using it, instantly fill up the free tier, then prompt them endlessly to upgrade.
It is less scummy than Google though, which will stop your email coming in if you exceed the shared storage tier with any other service. Mailbox storage should be separate.
But that reminds me, one reason Gmail made a huge splash back in the day is that you had some ridiculous amount of storage for the time, like 5GB, AND they made a show of how that free storage slowly ticked up over time, keeping pace with the general storage usage of the era.
Pretty sure they quit that a long time ago when they went full corporate and stopped doing anything fun (thanks Vic Gundotra...)