Dear Apple, I'll bite. I hardly ever comment on forums because I don't think you care. I've been a long time iPhone, iPad, MacBook, and Apple TV user. I can say this without hesitation. You are confused. You can't figure out what people want anymore, what to call it, or how big/little it should be. When the iPhone launched over 10 years ago, it was innovative. It was simply, iPhone. Today, lets face it, the iPhone and iPad aren't innovative. Each year, it's a bump in design or specs or both and sold as "Innovative" "We think you are really going to like it" is getting old. The crazy naming should just stop. XS, X, Xr, XS Max, Max, iPad Pro, old iPad Pro...now new Air...not like the old Air...whatever...at the end of the day, it's an updated model. I think what people really want is to return to innovative features...not camera bumps. At what point is a camera good enough for the average person? And really, who cares about Animoji? As a business person, I need security, something that would integrate mail, calendar, To Do lists, and notes nicely that's not named Microsoft. I don't want a map service that leads me astray, I want a real time navigation system that will quickly inform me of accidents, road construction, etc. that I can use without launching a separate app. You want to "wow" me again? Get back to innovation, not making spec bumps. Re-define the space. I don't know what that looks like now and didn't know what what it was 11 years ago, but I know this...no one knew when the iPhone came out what they needed or wanted, but iPhone blew us all away and changed the phone, music, video, and internet forever...and did so with simple and easy features. I'd be OK if a new iPhone and iPad wasn't released annually, but maybe every two or three years and more concentration was put into iOS. Let's get back to this, name it iPhone and iPad. Make the large versions "plus" and smaller versions "mini". Get rid of pros and airs...AND focus on customer service again. Reinstate the ability to call a local store...please.