I think we just reach a point where many people realize they don't need to upgrade and simply can't justify buying a new $1500 device every year or two simply to do basically the same thing with almost the same performance.
I ordered a 13 pro max just because I have my XS max since 3 years and normally at this point I'd upgrade without any hesitation, but since I pre-order it and have my delivery estimated at around october 5-13, I have time to think about it and when I use my current XS Max, I simply can't really justify a new phone so there's a high chance I'll cancel my order or just try it for fun and return it.
I just think this year mark the rupture point of buying new phone often and expect huge updates constantly. We now are on the same evolution of other tech like computers where people stick with them for many years without asking if they should upgrade every year or two.
I ordered a 13 pro max just because I have my XS max since 3 years and normally at this point I'd upgrade without any hesitation, but since I pre-order it and have my delivery estimated at around october 5-13, I have time to think about it and when I use my current XS Max, I simply can't really justify a new phone so there's a high chance I'll cancel my order or just try it for fun and return it.
I just think this year mark the rupture point of buying new phone often and expect huge updates constantly. We now are on the same evolution of other tech like computers where people stick with them for many years without asking if they should upgrade every year or two.