What is going on?
This year, Apple is expected to add another 6.7-inch iPhone to its lineup. According to reports, this phone will be a larger version of the standard iPhone 14.
Why it is significant
Adding another 6.7-inch iPhone to the mix may diminish the appeal of the iPhone 14 Pro Max. Especially since consumers are reducing their spending.
What comes next?
On September 7, Apple is expected to unveil new iPhone models at an event.
Apple is expected to equip the rumoured iPhone 14 Pro Max with a higher-resolution camera, a new processor, and a 6.7-inch screen, similar to the current iPhone 13 Pro Max. While these are all welcome upgrades, the new top-of-the-line iPhone must do more to stand out this year.
According to the latest rumours, the iPhone 14 Pro Max will no longer be the only super-sized iPhone in Apple’s lineup. Apple is also expected to release a 6.7-inch iPhone 14 Max this year, which means that those who prefer large screens won’t have to splurge on the Pro Max just to get a bigger screen.
Aside from the difference in screen size, Apple’s “Pro” iPhones and “Pro Max” devices are typically very similar. I’m hoping that changes with the Phone 14 Pro Max, which is expected to be announced at Apple’s September 7 event. With inflation weighing on smartphone shipments, companies such as Apple may have to work harder to persuade customers to spend more money on high-end devices.
What to Expect from the iPhone 14 Pro Max
If Apple does release an iPhone 14 Pro Max in September, it will most likely be a follow-up to the current iPhone 13 Pro Max. As a result, it will most likely have a 6.7-inch screen and a triple-lens camera with wide, ultrawide, and telephoto lenses. In order to differentiate its Pro iPhones from standard iPhones, Apple will reportedly equip the iPhone 14 Pro and Pro Max with an upgraded 48-megapixel camera sensor, a faster A16 Bionic chip, and a redesigned front-facing camera module that eliminates the notch.
These features are said to be exclusive to the iPhone 14 Pro and Pro Max, which means they will not be available on the standard iPhone 14 and iPhone 14 Max. According to Bloomberg’s Mark Gurman and TF International Securities analyst Ming-Chi Kuo, both of whom have a strong track record of reporting on unreleased Apple products.
If Apple maintains its current pricing structure, the 128GB iPhone 14 Pro Max will most likely start at $1,100. The iPhone 14 Pro is expected to start at $1,000.
Why does the iPhone 14 Pro Max have to stand out?
If the reports are correct, the iPhone 14 Pro and Pro Max could feature one of the most significant camera improvements on the iPhone in years. That alone may make them appealing to those looking for a new device.
The issue, however, is that the iPhone 14 Pro Max may get lost in the shuffle. Customers who only care about having the best camera may be able to get by with the less expensive iPhone 14 Pro, while those who want a large screen may prefer the rumoured iPhone 14 Max. Both devices will most likely be less expensive than the iPhone 14 Pro Max.
The launch would also coincide with a period in which people appear to be spending less on mobile devices and being more cautious about their purchases. According to International Data Corporation estimates published in June, smartphone shipments will decline by 3.5% in 2022. According to the NPD Group, more than eight out of ten consumers plan to reassess their product spending in the next three to six months. According to a recent NPD survey, consumers intend to seek out lower-cost items, look for promotions, and reduce overall purchases in the coming months.
These factors may make it more difficult to persuade consumers to spend more than $1,000 on a new phone, especially when cheaper models may offer some of the same benefits (a larger screen or a triple-lens camera). Apple is likely betting on the fact that consumers are willing to pay a premium for a larger screen and a better camera with the iPhone 14 Pro Max.
How Apple made the iPhone 14 Pro Max feel unique
There are a few things Apple could do to differentiate the iPhone 14 Pro Max from the regular iPhone 14 Pro and iPhone 14 Max. As I’ve previously stated, I’d like to see Apple implement iPad-style software features that make better use of the Pro Max’s massive screen. For example, it could include a multitasking mode that allows you to view multiple apps at the same time. I’d also like to see an always-on display option, as seen on newer Apple Watch models and many competing Android phones.
Samsung has done a better job of differentiating the premium Galaxy S22 Ultra from the standard Galaxy S22 and S22 Plus. Even though the $1,200 Galaxy S22 Ultra is likely too expensive for most people, it offers unique features that are not available on Samsung’s lower-priced models. The Ultra includes a built-in stylus for notetaking and drawing, a larger 6.8-inch screen than any other phone in Samsung’s S22 lineup, a higher resolution 40-megapixel selfie camera, and a main camera system with two telephoto lenses and a 10-times optical zoom.
None of these features are available on any other S22 device from Samsung, including the $1,000 Galaxy S22 Plus. Aside from its larger screen and longer battery life, the iPhone 13 Pro Max shares many similarities with the iPhone 13 Pro. In other words, Apple is relying on the 6.7-inch screen of the iPhone 13 Pro Max to differentiate it from the regular Pro.
However, if Apple does release a 6.7-inch version of the standard iPhone, as reported by Nikkei Asian Review, Bloomberg, and Ming-Chi Kuo, the iPhone 14 Pro Max may feel less unique in this year’s lineup. The rumoured iPhone 14 Max will most likely lack the extras found in Apple’s Pro iPhones, such as a triple-lens camera and a screen with a faster refresh rate for smoother scrolling. However, it may be enticing enough to entice shoppers who simply want a larger screen and aren’t concerned with having a telephoto lens.
Regardless, if its predecessors are any indication, the iPhone 14 Pro Max will be a best-seller. According to Counterpoint Research, the iPhone 13 Pro Max is among the top five smartphone models in countries such as the United States, United Kingdom, France, Germany, and China. According to Counterpoint Research, the iPhone 12 Pro Max was also the second best-selling phone in the world in 2021.
Nonetheless, until a foldable iPhone arrives, the iPhone Pro Max will be Apple’s most expensive and premium iPhone. That also implies that it should be the best representation of Apple’s technology, which is why I’d like to see more exclusive features that aren’t available elsewhere.
The first edition was published on August 27, 2022, at 2:00 a.m. PT.
