The sku count is going up. Too many products and too many variations. This isn’t good.
It’s called following demand.
Between 2007 and 2011, the majority of phones came in one size. The iPhone came in one size.
Then starting around 2010 or 2011, android phones started getting bigger and bigger and bigger. Apple responded in 2014 by introducing the iPhone 6 and 6+. So now, you can get your phone in two sizes.
Android phones started removing front facing physical buttons, and shrinking the border at the top and bottom of the screen around 2016 and early 2017, so Apple responded with the iPhone X, quickly followed by the bigger XS Max. Phones started getting more and more expensive, so Apple responded by creating lower end options like the SE.
And now, there is a demand for smaller phones again. So, they’re creating the 12 Mini for those customers.
Eventually, hopefully by early next year, there will be a device, at every price point, for every market.
For those who just need a phone for as cheep as possible, and you don’t care at all about specs or screen size, there is the iPhone SE at $399, usually discounted by a lot at carriers.
For those who still want a cheap phone, without all the fancy features of the latest models, but a big screen, the SE+ will be perfect for that market. I could see it doing very well for those in the 60 and older demographic, who want a big phone with a big screen so it’s easy to read, but don’t have tons of money to drop on a phone.
Then, for those who want a small phone with all the latest features, there’s the iPhone 12 Mini. You would be surprised, but the amount of people who want a small phone with all the latest features is a huge market.
Then, for those who just want a well rounded phone, there’s the iPhone 12. It will most likely be the most popular option, the most easy to recommend, the most well-rounded, and overall just a default option for the majority.
Then, for those who just want to go all out on features and specs, and money is no factor, there is the 12Pro and 12Pro max right up at the top.
And for those who don’t think that Steve Jobs would’ve done this, he was a huge pusher of the good, better, best philosophy, especially in options for Macs.
In 1999, there was the iMac, the iMac DV, and the iMac special edition. It’s exactly just like this, a cheaper option, a default option, and a premium option.[/QUOTE]