The iPhone 17 finally gets a brighter 120Hz display and better cameras. In addition, the entry-level price remains the same despite doubled storage space. Good job! Apple still sets the Pro apart clearly enough, as the test by Mac & i shows.
The affordable Apple Watch SE 3 also benefits massively from an upgrade: a faster SoC, new health functions and the sorely missed always-on display upgrade features that were long reserved for the more expensive models.
Sure, the features are not groundbreaking new. Their integration into the standard variants, on the other hand, is a welcome upgrade. Apple is finally reacting to the strong competition in the mid-price segment. Android smartphones from Xiaomi or Nothing have been offering high-end features at mid-range prices for years or, like Google and Samsung, are forging ahead with AI functions. Apple can’t just ignore that.
The width of the users is tied up again
At the same time, users keep their devices longer: Many iPhones and Watches remain in use for five years or more because subsequent generations find it difficult to justify an upgrade. The iPhone 14, 15 and 16 hardly brought any added value to many loyal Apple users. If you want to motivate people to buy a new one, you have to offer more incentives than some cosmetics.
This year’s updates mark a turning point: Apple is trying to bind the breadth of users more strongly to itself again and not only technology enthusiasts with big budgets. It remains to be seen whether it will be enough to mobilize the reluctant clientele. One thing is clear: Apple relies less on differentiating between Pro and non-Pro, but more on old and new.
It remains to be hoped that the tactic will not remain a one-off outlier. Because all models deserve real progress – not just the Oberliga.
This commentary first appeared as an editorial in Mac & i 5/2025 – now fresh on newsstands and in the heise shop.
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