Rafael Schmitt: …Apple has been – for god knows why … – looking for a 4th top tier model of its phone. They tried a small phone – which didn’t sell. They re-tried the Plus formula, this time as a not-as-expensive option to the Pro Max. This one, once again, didn’t sell to the numbers Apple expected, the fact of it being price squeezed on both sides by the regular and Pro models pointed as the major existential threat. In 2025, after many rumors, they did it once more, this time ...
