I don't know about returns, but I know of several public cases where tech media influencers with a lot of reach have cancelled their 16 Pro Max reservation for this reason. In Spain, the reason for purchase that Apple gives you is a new color and a camera button that seems quite poorly placed. I think these are very weak sales arguments. Outside the US or the English-speaking world, the iPhone 16 is a filler generation, and that seems to be how many consumers have understood it.
Lesson here: don’t pay attention to tech media influencers. They post to get clicks and aren’t going to post things like “I’m really happy with my iPhone 16. It’s an incremental but solid update”.
That’s not going to get them any views.
Phones, like any mature product line, are never going to have killer features introduced year after year. They simply can’t.
And that’s fine because most consumers don’t buy new phones every year. As @Pearsey relates his own story, coming from an iPhone 14 Pro to the iPhone 16 Pro was a big upgrade. Think what it’s like for someone coming from an iPhone 12 or earlier? My sister in law just upgraded from an iPhone
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