For years Apple followed a constant strategy, one year it launched an iPhone with a new design, and the following year it kept that same exterior body and changed all the internal components. This strategy was a constant until 2017, when we did not see an iPhone 7s, and Apple introduced the iPhone 8 and iPhone X.
It seemed like a clear strategy change on Apple’s part, however the following year the company launched the iPhone XS, with the same design of the iPhone X. Recovering again its previous and classic tactic.
The following year we had an iPhone 11, and everything made us think that the following year Apple would launch an iPhone 11S, however It was not like that and they made the jump to 12. At the time it seemed logical as there was a major design change and it could be understood. However this year that has not happened.
Final goodbye to the “S” in the iPhone?
This year the iPhone 13 is a clear case of model “S”. A device with hardly any design changes that internally improves its specifications. However Apple has made the leap in terms of numbers, making it quite clear that the strategy with the “S” is over.
If this year we have not had an iPhone 12S, it would be strange that we have this last name in the iPhone range again. We will probably have an iPhone 14 in 2022, and an iPhone 15 in 2023, and so on until Apple gets tired and ends up calling it an iPhone. As it already does in other product ranges such as iPads and Macs.
The steps that Apple is taking indicate that the strategy of launching iPhones with the last name “S” is over. It has been 3 years without generation “S”, and it seems too long to return to this strategy.