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For the millionth time, stop using the pandemic as an excuse. Every other company got their phones out right on time. Are they and their suppliers somehow immune from the pandemic? Apple has the same suppliers, its APPLE'S fault, they screwed up.
No other company in the world has a mad rush on their products at release like Apple. I work with supply chains. There is major disruptions still. The bigger the demand, the more magnified it is. That's the problem Apple has that the other's don't.
 
Sounds silly, but I cut cardboard to match the dimensions of the phones I'm interested in to see how they fit in different pockets.
Not the slightest bit silly, I do this often with various things I’m looking to buy, that need to be a certain size or fit a certain place.

When I see 1-star reviews on Amazon for people saying “NOT THE SIZE I EXPECTED”, I generally mark them as “not helpful”, muttering about idiots who never look at a ruler (and, frankly, if you give a 1-star review to something because you didn’t look at a ruler, you’re doing a disservice to people looking to find out the quality of the thing actually on sale).
 
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Not the slightest bit silly, I do this often with various things I’m looking to buy, that need to be a certain size or fit a certain place.

When I see 1-star reviews on Amazon for people saying “NOT THE SIZE I EXPECTED”, I generally mark them as “not helpful”, muttering about idiots who never look at a ruler (and, frankly, if you give a 1-star review to something because you didn’t look at a ruler, you’re doing a disservice to people looking to find out the quality of the thing actually on sale).

Yeah. It's disheartening how many people adhere to the "Don't measure, cut once, complain" dictum. Then there are the idiots who don't even bother to read the product's description to determine if it's meant for their use case.
 
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Apple should drop the numerical designation next year and simplify the lineup naming to:

iPhone 12 Pro > iPhone Pro
iPhone 12 Pro Max > iPhone Pro Max
iPhone 12 > iPhone Air
iPhone 12 Mini > iPhone Air Mini
iPhone SE > iPhone

iPad already follows this naming scheme and is much tidier:
iPad (entry level)
iPad Air (mid range)
iPad Pro (pro range)
How about we go even simpler and lose the Mini and Max? Just call them iPhone Air and iPhone Pro -- they each have a couple of display sizes to choose from. We don't have separate names for the 13" and 16" MacBook Pros.
 
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