A new iPhone every year? Only very few users could afford that. In addition, Apple smartphones are usually reasonably stable, so many customers keep their devices in use for years – especially since Apple provides operating system updates for at least five years. The company now wants to attract upgraders with a new advertising campaign that Apple has now launched in the USA. A separate section has been provided on Apple.com where you can find “reasons to upgrade” – including a direct comparison between old and new models.
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Apple: Not all iPhones are the same
“Your iPhone against the latest model – you’re missing out” is the title of the section. Currently, however, the possibility of comparison does not go back very far. So you can pit iPhone 11, 11 Pro, 11 Pro Max as well as iPhone 12, 12 mini, 12 Pro and 12 Pro Max against iPhone 15, 15 Plus, 15 Pro and 15 Pro Max. The iPhone 11 models are from 2019, the iPhone 12 models are from 2020. Apple itself is currently selling the iPhone 14, iPhone 13 and iPhone SE 3 (from 2022) in the USA in addition to the iPhone 15 variants – but they are Older models can also be found in stores.
The comparison areas that Apple names cover, among other things, camera resolution, zoom, GPU and CPU speed as well as newer functions such as the Dynamic Island – and explains the individual functions. Hardware innovations such as the Ceramic Shield cover for fall protection or the new USB-C port are also mentioned. Finally, the speed increases with 5G (although not in all markets), possible battery life improvements and more storage space (depending on the model) are listed.
Upgrade made palatable with credit
Apple is also trying to lure upgraders with financial incentives, including the monthly installment plan available in the USA via the Apple credit card Apple Card or the opportunity to hand in your old model and thus receive a discount.
Overall, it is clear that the company is trying to penetrate the saturated smartphone market in the USA. If the campaign is successful, it will probably come to Europe too, because the same problem exists here.
(bsc)