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I don't think Apple are trying to help UK customers out, they just know £949 is pushing the limit on what will sell for a mid tier iPhone that has now adopted a Pro price point. As it happens the reception for this model has been disappointing in certain markets where it is priced higher. A pre VAT price won't soften any opinions on a product not being worth it for the price. I got a 13 Pro Max for the same price as a 14 Plus for instance, so Apple got it very wrong with their structure this year. Hopefully this year they will do better and if they continue with a higher priced mid tier, they actually improve the hardware features to make it compelling to purchase.

The 14 Plus has reportedly been a sales disappointment so far in most if not all markets I think. The more expensive 14 Pro Max has been far outselling it. Those who feel the "Pro" features are worth it, appear to be stepping up while those who don't seem to be choosing the "regular" 14 about 2 to 1 over the Plus. How overall sales will play out for the rest of the year remains to be seen.
 
The 14 Plus has reportedly been a sales disappointment so far in most if not all markets I think. The more expensive 14 Pro Max has been far outselling it. Those who feel the "Pro" features are worth it, appear to be stepping up while those who don't seem to be choosing the "regular" 14 about 2 to 1 over the Plus. How overall sales will play out for the rest of the year remains to be seen.

That model makes no sense at all.

Who is going to want to shell out a grand and not get the premium features, best camera, refresh rate etc?
 
The 14 Plus has reportedly been a sales disappointment so far in most if not all markets I think. The more expensive 14 Pro Max has been far outselling it. Those who feel the "Pro" features are worth it, appear to be stepping up while those who don't seem to be choosing the "regular" 14 about 2 to 1 over the Plus. How overall sales will play out for the rest of the year remains to be seen.

Phone upgrades aren’t high on peoples priority lists right now with energy and fuel prices as high as they are. You don’t have to be poor at the moment to keep a phone past the contract term, and it’s no wonder the industry is seeing a significant decline to continue the pattern. I still haven’t seen a single 14 Plus, 14 Pro or 14 Pro Max on my travels. I’ve probably seen a 14 as it looks like a 13 anyway.
 
No AOD is a good thing imo. At least this phone won’t be ugly like the pro and ridiculously heavy. I shall be getting the 6.1” non pro iPhone 15 in the lowest storage capacity and the most out there colour
 
That model makes no sense at all.

Who is going to want to shell out a grand and not get the premium features, best camera, refresh rate etc?
I am using the 13 pro max and the irritating thing about it is that it's pretty heavy, and has the least colour selection (I went for many years without using a case on my device, and am currently using a transparent case, so the colour does matter to me at least). I feel there might be a market for users who just want the largest-sized iPhone available but don't really need all the other bells and whistles (like macro mode).

I will also say I have been tempted by the 13 mini on several occasions, but the pro max won out primarily due to the battery life. It's just a nice feeling know that I have more than enough juice to see me through the day no matter what I do with my device, and to also see me through several years of battery degradation.

That said, what we can infer from this is that the iPhone 13 / 14 / 15 seems to be the baseline iPhone experience that Apple has in mind for their users. They contain the functionality Apple believes is "good enough" to meet the needs of the majority of their user base. Which in turn frees them up to add extra features to their pro iPhone lineup (as well as increase the price) without fearing that their users get priced out of the market or may not have use for said features (because of the existence of the non-pro lineup).

I don't know what the right mix of non-pro / pro phones is. Apple is clearly still figuring out the market, but they eventually will, just as they figured out with the 5c that people don't want cheaper iPhones, especially if they show you as belonging to second-class users.
 
Here's a funny idea:

If they're not going to put ProMotion and always-on display (while using previous gen chip), then they should decrease the starting price of the iPhone 15 to $700. That sounds fair.
 
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