Apple's Secret Weapon Isn’t an iPhone Feature This Year
- New devices lack major advances, but may appeal to more users
- Analysts praise pricing strategy, rather than swoon over tech
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In past years, when Apple Inc. didn’t have a new iPhone design, it still had a breakthrough new feature: video recording in 2009, the Siri digital assistant in 2011, a fingerprint scanner in 2013, and 3D Touch in 2015.
This year, Apple’s secret weapon isn’t a particular feature, but a clever pricing strategy and myriad options for storage, colors, and screen sizes. While no one swooned over product advancements, the moves unveiled on Wednesday will likely pay off financially, highlighting the company’s entrenched status as the top provider of consumer technology in the western world.