For better or for worse, consumers have become conditioned to expect a bit of novelty with every upgrade cycle, and Apple's recent hardware revisions have been very iterative. It's been nearly a half-decade since the last major design overhaul of the iPhone. (On the Android side, even though foldables are still a niche category, their over-representation in marketing materials contributes to the impression that more risks are being taken elsewhere in the smartphone space.)
I also feel like Apple's insistence upon "premium" muted colors for the Pro models is leaving money on the table. I wish they would extend some of the lovely jewel tones from the base models across the entire line. I understand the need for demarcation between the two tiers, but year after year of dull metallic finishes makes shopping for the new Pros so boring. I just went for the natural titanium finish again this year because none of the other options felt captivating.
(Aside: The fact that Apple touted the Series 10 Apple Watch's "all-new" design, even though said design reads as virtually indistinguishable from the previous design, makes me wonder if they're stuck in a bit of a groupthink rut. I believe part of the reason the Ultra has sold so well is because it felt like Apple being a bit playful—within Apple's somewhat conservative bounds, of course. Apple's industrial design has felt a bit joyless and utilitarian in recent years. Impeccable, tasteful, airless.)
