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 INTRODUCTION
Smartphones have become an essential part of our daily lives, providing us with a range of features and
functionalities that were once unimaginable. Apple Inc., a leading technology company, has been at the
forefront of the smartphone industry for many years, with its flagship product, the iPhone, being one of the
most popular and highly sought-after smartphones in the market. Apple's iPhone has a loyal customer base
and a reputation for innovation, design, and quality. However, with the increasing competition in the
smartphone market and the changing consumer preferences, it is crucial for Apple to understand the
consumer perception towards its iPhone brand. The smartphone industry has witnessed a rapid evolution in
recent years, with new features and technological advancements being introduced every year. Apple Inc. has
been one of the most innovative companies in the smartphone industry, known for its iconic product design,
user experience, and brand loyalty. Apple's iPhone has been a game-changer in the smartphone industry,
setting the benchmark for other smartphone manufacturers.

This project aims to examine the consumer perception of Apple phones, with a particular focus on the
iPhone. The project will explore the factors that influence consumer behavior while making a purchase
decision, the brand perception of Apple phones, and how it compares to its competitors. The project will also
evaluate Apple's position in the smartphone market and the future trends that might affect consumer
perception of the brand.

The project will explore the factors that influence consumer behavior while making a purchase decision,
including brand loyalty, price sensitivity, marketing, word of mouth, and product features. The project will
also examine the brand perception of Apple phones and how it compares to its competitors. However, with
the increasing competition and changing consumer preferences, it is crucial for Apple to understand the
consumer perception of its iPhone brand. Consumer perception plays a vital role in shaping the success of a
brand, and it is essential for companies to understand the factors that influence consumer behavior while
making a purchase decision.

The insights gained from this study will help Apple in improving its marketing and sales strategies, product
design, and customer service. The study will also contribute to the existing body of research on consumer
behavior and smartphone brands, providing valuable insights for academics, industry professionals, and
consumers alike. In addition, the project will evaluate Apple's position in the smartphone market and the
future trends that might affect consumer perception of the brand. The smartphone market is highly

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competitive, with new players entering the market regularly, and it is essential for Apple to stay ahead of the
competition.

The insights gained from this study will help Apple in improving its marketing and sales strategies, product
design, and customer service. The study will also contribute to the existing body of research on consumer
behavior and smartphone brands, providing valuable insights for academics, industry professionals, and
consumers alike.

The project will employ a mixed-methods approach, including both qualitative and quantitative research
methods. The study will collect data from primary and secondary sources, including surveys, interviews, and
secondary research. The study will also use statistical analysis and qualitative data analysis techniques to
analyze the data.

Overall, this project will provide a comprehensive understanding of the consumer perception of Apple
phones and the factors that influence their purchase decision. The study will help Apple in making informed
decisions about its marketing and sales strategies, product design, and customer service, and stay ahead of
the competition in the highly dynamic smartphone industry.

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 COMPANY PROFILE
Apple Inc. is an American multinational technology company headquartered in Cupertino, California. Apple
is the world's largest technology company by revenue, with US$394.3 billion in 2022 revenue. As of
March 2023, Apple is the world's biggest company by market capitalization. As of June 2022, Apple is
the fourth-largest personal computer vendor by unit sales and second-largest mobile phone manufacturer. It
is one of the Big Five American information technology companies, alongside Alphabet Inc. (parent
company of Google), Amazon, Meta Platforms (formerly Facebook, Inc.), and Microsoft.

Apple Park, the company's headquarters in Cupertino, California within Silicon Valley

Apple was founded as Apple Computer Company on April 1, 1976, by Steve Wozniak, Steve
Jobs and Ronald Wayne to develop and sell Wozniak's Apple I personal computer. It was incorporated by
Jobs and Wozniak as Apple Computer, Inc. in 1977. The company's second computer, the Apple II, became
a best seller and one of the first mass-produced microcomputers. Apple went public in 1980 to instant
financial success. The company developed computers featuring innovative graphical user interfaces,
including the 1984 original Macintosh, announced that year in a critically acclaimed advertisement
called 1984. By 1985, the high cost of its products, and power struggles between executives, caused
problems. Wozniak stepped back from Apple amicably and pursued other ventures, while Jobs resigned
bitterly and founded next, taking some Apple employees with him.

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As the market for personal computers expanded and evolved throughout the 1990s, Apple lost
considerable market share to the lower-priced duopoly of the Microsoft Windows operating system on Intel-
powered PC clones (also known as "Wintel"). In 1997, weeks away from bankruptcy, the company bought
Next to resolve Apple's unsuccessful operating system strategy and entice Jobs back to the company. Over
the next decade, Jobs guided Apple back to profitability through a number of tactics including introducing
the iMac, iPod, iPhone and iPad to critical acclaim, launching the "Think different" campaign and other
memorable advertising campaigns, opening the Apple Store retail chain, and acquiring numerous
companies to broaden the company's product portfolio. When Jobs resigned in 2011 for health reasons, and
died two months later, he was succeeded as CEO by Tim Cook.

Apple became the first publicly traded U.S. company to be valued at over $1 trillion in August 2018, then at
$2 trillion in August 2020, and at $3 trillion in January 2022. As of April 2023, it was valued at around
$2.6 trillion. The company receives criticism regarding the labour practices of its contractors, its
environmental practices, and its business ethics, including anti-competitive practices and materials sourcing.
Nevertheless, the company has a large following and enjoys a high level of brand loyalty. It has also been
consistently ranked as one of the world's most valuable brands.

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MISSION, VISION AND CORE VALUES
Mission:

Apple's mission is to design and develop innovative products that enhance the user experience and enrich
people's lives. The company aims to create products that are intuitive, user-friendly, and seamlessly
integrated with other Apple devices and services. Apple is committed to excellence in product design,
quality, and customer service, and strives to exceed customer expectations with every product release.

Vision:

Apple's vision is to be the most innovative company in the world, constantly pushing the boundaries of what
is possible and creating products that transform people's lives. The company aims to be a leader in
technology, design, and sustainability, and to use its products and services to make a positive impact on
society and the environment.

Core Values:

 Customer Focus: Apple is committed to providing the best possible user experience for its
customers, putting their needs at the centre of everything the company does.

 Innovation: Apple is driven by a passion for innovation, constantly pushing the boundaries of what
is possible and creating products that are ahead of their time.

 Design: Apple is known for its iconic product design, with a focus on simplicity, elegance, and
minimalism. The company believes that great design can enhance the user experience and improve
people's lives.

 Quality: Apple is committed to excellence in product quality, reliability, and performance. The
company strives to deliver products that are of the highest quality and exceed customer expectations.

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  Sustainability: Apple is committed to sustainability and reducing its environmental impact. The
company aims to use renewable resources, reduce waste, and promote recycling and responsible
manufacturing practices.

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 HISTORICALLY BACKGROUND
Apple's iPhone:

The first iPhone was launched on June 29, 2007, by Apple Inc. CEO Steve Jobs. The iPhone was a
revolutionary product that combined a mobile phone, a music player, and a web browser into one device. It
featured a large, multi-touch display and a virtual keyboard, which were both innovative at the time.

The original iPhone was only available on AT&T's network in the United States and was priced at $499 for a
4 GB model and $599 for an 8 GB model. It quickly became a popular device, with over one million units
sold within the first 74 days of its release.

In 2008, Apple released the iPhone 3G, which added support for 3G mobile networks and built-in GPS. The
iPhone 3G also introduced the App Store, which allowed users to download third-party applications directly
to their iPhones. This was a major milestone for the iPhone, as the App Store would go on to become a
significant revenue stream for Apple and a key factor in the iPhone's success.

In 2010, Apple launched the iPad, a tablet device that was designed to bridge the gap between a laptop and a
smartphone. The iPad quickly became popular and has since become a key product in Apple's line-up.

In 2013, Apple introduced the iPhone 5C, a lower-cost iPhone with a plastic body. The iPhone 5C was
designed to appeal to a broader market, and while it wasn't as popular as some other iPhone models, it was
still a significant release for Apple.

In 2014, Apple released the iPhone 6 and 6 Plus, which featured larger displays than previous iPhone
models. The iPhone 6 and 6 Plus were a huge success, with Apple selling over 10 million units in the first
three days of their release.

In 2016, Apple released the iPhone SE, a smaller and more affordable iPhone that was aimed at consumers
who preferred smaller devices. The iPhone SE was a hit, and it helped Apple capture a broader market.

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In 2017, Apple launched the iPhone X, which was a major departure from previous iPhone models. The
iPhone X featured an edge-to-edge display and facial recognition technology, and it was designed to be a
more premium device than previous iPhone models.

In 2018, Apple released the iPhone XS and XS Max, which were updates to the iPhone X. The iPhone XS
and XS Max featured improved hardware and new software features, and they were some of the most
popular iPhones to date.

In 2020, Apple released the iPhone 12 and 12 Pro, which featured 5G connectivity and a new design. The
iPhone 12 and 12 Pro were significant releases for Apple, as they helped the company capture a new market
of consumers who were interested in the latest mobile technology.

Apple's history in the mobile phone industry is characterized by innovation and a commitment to quality.
The company has consistently pushed the boundaries of what is possible with mobile technology, and it
continues to be a leader in the industry.

Over the years, Apple has released numerous iPhone models, each with new features and improvements.
These include the iPhone 4 with its Retina display and front-facing camera, the iPhone 5 with its larger
display and support for LTE networks, and the iPhone X with its edge-to-edge display and facial recognition
technology.

Today, the iPhone is one of the most popular and recognizable smartphones in the world, with millions of
units sold each year. The iPhone continues to be a key product for Apple, and the company is committed to
innovation and pushing the boundaries of what is possible with mobile technology.

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 MARKET SHARE OF APPLE PHONES
The latest statistics on the smartphone market share worldwide show that as of April 2023, US phone maker
Apple leads the pack, with a market share of 30.44%. This means that more than three in 10 smartphone
users worldwide use an Apple phone. Second on the list of the most popular smartphone manufacturers is
Samsung. The South Korean brand has 26.1% of the smartphone market share, just 4.34 percentage points
less than Apple.

Apple and Samsung dominate the smartphone industry and own a combined 56.54% of the total smartphone
market share. In fact, these two smartphone manufacturers have been leading the market since 2013. That
year, both their market shares surpassed Nokia’s, a Finnish phone brand that was immensely popular in the
2000s.

The data also shows that Apple and Samsung have been swapping places over the past year or so. Up until
September 2021, Samsung had had a consistent run as the market leader—albeit only marginally. But Apple
overtook Samsung that October and held the lead for a few months before Samsung regained it in March
2022. October 2022 is the first time since then that Apple has taken the lead yet again, and the two have been
trading places every few months since then.

Out of all the top phone brands in the world, only Apple is based in the United States. In fact, the remaining
five hail from Asia—specifically, China and South Korea.

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 What makes Apple so successful?
Over 2 billion units of iPhones are sold worldwide, 1 billion active iPhone users are out there and Apple has
so far generated over $1 trillion in revenue from iPhone alone. These impressive figures are testimony to the
fact that Apple has delivered a masterpiece.

Have you ever thought about why is Apple iPhone so successful? From its launch in 2007 to the present day,
the iPhone has consistently proven itself to be one of the most successful smartphones ever made by any
company. With more than 2 billion iPhones sold to date, and over 1 billion active iPhone users worldwide,
Apple’s iPhone even made history by becoming the first consumer electronic device to generate $1 trillion in
revenue. 1 in every 4 smartphones that users own is an iPhone, according to a report from Asymco.

All the above figures related to sales of iPhone underline the fact – Apple has created a masterpiece! Even
after 15 years of its debut, the craze and aspiration to own an iPhone is far from over among users. But this
also leads us to think about the aspects that have been making people go crazy about iPhone for years. From
its iconic design to its sheer array of features, here are some of the things that have helped make the
iPhone so successful.

Apple Innovation:

It’s not that Apple is just a better marketer. Its success has more to do with its history of developing
innovative products and services – the first generation of iPods, for example, was a huge hit because they
were based on an intuitive new technology (the scroll wheel) that people loved. Then there are revolutionary
features like Siri, which is unique to Apple devices. Most importantly, Apple uses these product innovations
as platforms that allow it to add even more value over time through software updates and apps. In other
words, you don’t need to upgrade your iPhone every year or two to keep your smartphone up-to-date.

IPhone Design:

What makes an iPhone an iPhone is its design. When Steve Jobs first unveiled the phone in 2007, he
presented it as three revolutionary products in one. One of those three breakthroughs was design; The beauty
of it is that Apple has kept it very simple and accessible to everyone, says Harvard Business School
professor Rebecca Waber. Even though most people own a smartphone now, Waber notes that most
shoppers choose their phone based on how they feel about how it looks. A person isn’t going to buy a phone

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that looks cheap or outdated, so there is pressure for companies like Apple to be at the top of their game
when it comes to appearance.

Loyal Customer Base:

One of Apple’s greatest strengths is its loyal customer base. According to Consumer Intelligence Research
Partners, Apple has 83 million customers in North America alone, and many of them are repeat buyers who
purchase two or more products a year. The loyalty of Apple’s users towards iPhone could be well
understood from the fact that 90% of iPhone users stay with Apple while upgrading or replacing their next
smartphone. This is the highest loyalty percentage clocked by any smartphone company ever.

These strong relationships with customers create an instant market for new products. With such high demand
for their phones, it doesn’t matter if Apple doesn’t run any marketing campaigns; when a new product is
released, there will be plenty of people lining up at stores to buy it right away. The company knows that a
large number of loyal customers will essentially do its marketing work for it.

IPhone Quality

The quality of iPhone is its most important feature. Because Apple limits supply, customers are willing to
pay a premium price for its products. There is a shortage of iPhones on every release date. Apple launched
four models at once in September 2021, and customer reaction was so strong that they quickly sold out
across online stores such as Amazon and Best Buy within minutes. What is even more surprising is the fact
that the most expensive iPhone 13 Pro and iPhone 12 Pro Max received the highest demand.People buy
iPhones because they want a top-quality product that won’t let them down when they need it most. The
demand for quality devices with state-of-the-art features means that companies can charge high prices
without making customers feel like they’re overpaying for a smartphone.

The New Features:

With the launch of new models every year, Apple introduces some much-awaited features to woo users. Be
it putting the fastest smartphone processor under the hood every year or a much-awaited 48MP rear camera
which is expected with iPhone 14, Apple never misses a chance to impress people with every new model.
All said and done, Apple iPhone is all set to enter into a new era with the launch of the fold able iPhone in

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2023. However, the Cupertino giant doesn’t seem to be in a hurry as Tim Cook & Team doesn’t want to tap
the market with unmatured technology. They have currently opted wait and watch strategy and monitoring
the acceptance, sales, and challenges Samsung has been facing with its fold-able smartphones.

Will the fold-able iPhone be as impressive and successful as the current lineup of iPhone? A lot more
depends on the price Apple decides to tag fold-able iPhone with.

Apple is all about creativity:

Apple was built for the ones who yearned to be different. Steve Jobs dared to be different, he catered to
creators and dreamers. Apple was created to cater to people, not consumers. Unlike most corporations,
Apple makes product decisions driven by design rather than finance and marketing. He sold dreams, not
products.

Steve Jobs aimed to make Apple personable, not a generic gadget to be compared. He was very clear and
vocal about his thoughts on Microsoft and Bill Gates. To quote him, “Their products have no spirit in them,
their products are pedestrian.” Steve Jobs aimed to sell revolutionary creativity and managed to do just that.

Continuous innovation is at its core:

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The all-time famous advertisements to “Think Different” drives brand loyalty and sales of Apple products.
The Apple brand loyalty portrayed by many fanatics is primarily built on the fan’s emotional connection to
Apple. Maslow’s Hierarchy of Needs theory was created by Abraham Maslow in 1943. Simply put, the
theory encompasses 5 tiers of human needs that dictate human behaviour.

The theory is built behind hierarchical needs - humans are expected to fulfil a category before moving up to
the next stage of human need of the pyramid. Apple, however, did the opposite of this and began from atop
the pyramid and continues to work down the pyramid.

Apple as a brand has always pursued to produce and cater to self-actualization. Apple convinced me that I
needed a new iPhone and had me walk out of the Apple Store £499 poorer. But, was I £499 happier? Frankly
speaking, yes. I walked out of the Apple Store feeling like my self-esteem needs were satisfied. I walked out
of the Apple Store feeling like I would be included and accepted by my friends and family once again. I
succumbed to consumer culture and walked out of the store with my psychological and self-fulfilment needs
satisfied. Is that a win? Superficially, yes. In the long-run? I am but another statistic who has given into the
game of consumer psychology.

All Apple has left to do is to penetrate the realm of basic needs of human psychology. With Apple Pay being
the start to it, the company is succeeding at creating a larger army of Apple fanatics.

Ultimately, Apple revolutionized technology. It was the iPhone that was the first to become a phone, music
player, photo editor and game console all-in-one. Apple remains old-fashioned and unconventional, unlike
its rivals by making nice products and selling them for high prices. But hey, it works. People are paying for
the association to the brand, not necessarily the product. And that is okay.

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 EVOLUTION

As the iPhone ages, let's look at how the now-iconic device has matured since its arrival in 2007. The iPhone
has come a long way since its arrival in 2007.

First iPhone

After months of rumors and speculation, Apple CEO Steve Jobs unveiled the first iPhone on Jan. 9, 2007.
The device, which didn’t actually go on sale until June, started at $499 for a 4GB model, $599 for the 8GB
version (with a two-year contract). It offered a 3.5-in. screen, a 2-megapixel camera and won plaudits for the
then-new multitouch features. Critics, however, said the phone was too expensive to do well in the market.
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IPHONE 3G:

On June 9, 2008, a year after the original iPhone went on sale, Apple rolled out its successor, the iPhone 3G.
The new model could connect to faster 3G-based networks, included built-in GPS, offered more storage and
was cheaper. Selling for $199 for the 8GB model, $299 for the 16GB version, the iPhone 3G was available
on July 11, and offered something called location services. “Location services is going to be a really big deal
on the iPhone,” said CEO Steve Jobs. “It’s going to explode.”

As reported widely prior to the kickoff of WWDC, the new iPhone 3G S also features a digital compass. It
also supports data encryption and -- via the new iPhone 3.0 "Find My iPhone" feature -- remote data-wiping.
Moreover, it offers enhanced turn-by-turn directions and boasts improved battery performance. Regarding
the latter, Schiller said that the iPhone 3G S's battery will run the smartphone for nine hours worth of
Internet surfing or 30 hours of music playing.

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IPHONE 3GS:

Again at WWDC, Apple's Steve Jobs announced the next iPhone, a faster version called the iPhone 3GS.
Although the form factor was unchanged from the previous version, the new iPhone was twice as fast as its
predecessor and ran iPhone 3.0 (an early version of iOS 8, due out later this month). The 32GB iPhone 3G S
sold for $299; a 16GB model went for $199. An 8GB iPhone 3G was also offered for $99. The iPhone 3GS
was available June 19, 2009. 

Apple Inc. today took the wraps off its next iPhone, the iPhone 3G S, touting it as twice as fast as the current
model and saying it would go on sale in the U.S. and several other markets June 19.

The 32GB iPhone 3G S will sell for $299; a 16GB model will go for $199. Both will be sold by Apple and
AT&T Inc. at brick-and-mortar and online stores, and at Best Buy and Wal-Mart stores. Apple is also
retaining the 8GB version of the iPhone 3G, and starting today it will sell that older model for $99. All
iPhones sold in the U.S. require a two-year commitment to AT&T service, which starts at $70 a month.

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IPHONE 4

The redesigned iPhone 4 arrived on June 7, 2010 in tandem with the newly-renamed iOS 4, and marked the
arrival of FaceTime video chat. Prices remained unchanged: $199 for a 16GB model and $299 for the 32GB
version. It went on sale on June 24, and heralded the arrival of the first high-resolution “Retina” screen.
“Once you use a Retina Display, you can’t go back,” said Steve Jobs.

Apple today unveiled the iPhone 4, touting it as the "biggest leap" since the company's original model of
2007 and saying it would go on sale in the U.S. and four other countries on June 24.

"This is more of the kind of enhancements they usually do, and none of them is a blockbuster, but I agree
that it's the biggest step since the [2007] iPhone," said Ezra Gottheil, an analyst with Technology Business
Research.

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IPHONE 4S

In a change of pace, Apple unveiled the iPhone 4S on Oct. 4, 2011, a few weeks after Steve Jobs stepped
down because of health issues. New CEO Tim Cook talked up the new phone's dual-core processor (the
same used in the iPad 2), and said the 4S would go on sale Oct. 14. In addition to the usual 16GB and 32GB
models, Apple also unveiled a 64GB version that sold for $399.Apple's new CEO Tim Cook and other
company executives today introduced the iPhone 4S, an upgrade to the existing iPhone 4 that features the
same faster dual-core processor now used in the iPad 2.

"There wasn't a single surprise in the whole lot, but the entire package is really sweet," said Ezra Gottheil, an
analyst with Technology Business Research, in an interview after the 100-minute presentation.

Cook kicked off iPhone 4S launch, taking the spot that former CEO Steve Jobs has made famous, and like
Jobs, introduced several top Apple officials to spell out details.

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IPHONE 5

The iPhone 5, the first version to have a 4-in. screen, arrived on Sept. 12, 2012, as CEO Tim Cook touted the
faster, slimmer upgrade to the iPhone 4S during a 90-minute presentation in San Francisco. “This is the
biggest thing to happen to iPhone since the [original] iPhone,” he said, referring to the first-gen smartphone
Steve Jobs had launched in 2007. The iPhone 5 hit the streets on Sept. 21; prices for the 16GB, 32GB and
64GB models were unchanged. 

The iPhone 5 will go on sale at 8 a.m. local time Sept. 21 in Apple's retail stores in the U.S., Australia,
Canada, France, Germany, Hong Kong, Japan, Singapore and the U.K. Carrier partners and some authorized
resellers will also begin selling it that day. Online and phone pre-orders will start two days from now, on
Friday, Sept. 14. The iPhone 5 will be priced at $199 for a 16GB model, $299 for 32GB, and $399 for 64GB
of storage space.

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IPHONE 5S AND 5C

On Sept. 10, 2013, Apple CEO Tim Cook rolled out not one, but two iPhones: the upscale iPhone 5S (now
in gold, in addition to the usual white and black), and the colorful, less-expensive iPhone 5C. (The iPhone
5C was basically a reskinned iPhone 5.) The iPhone 5S got a faster, 64-bit A7 SoC (system on a chip),
Touch ID, and a new motion data processor touted as the foundation for a new wave of health and fitness
apps. The iPhone 5C started at $99 for a $16GB model; the iPhone 5S started at $199 for the same amount
of storage. Both went on sale Sept. 20

the iPhone 5 and its 2013 replacement, the iPhone 5c boasts a 4-in. screen with an 1,136-x-640-pixel
resolution and relies on the Lightning connectivity technology for connecting to a computer, charger or
accessories. It boasts the A6, the same SoC (system on a chip) used by last year's iPhone 5.Because of the
introduction of the iPhone 5c, Apple will scale back but not ditch the practice of retaining previous-
generation models, which it has sold at $99 with a contract for the past year's phone. In the case of the two-
year-old model, Apple has asked for zero down when customers sign a two-year contract.

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IPHONE 6 AND 6 PLUS

For the second year in a row, Apple unveiled two iPhones in 2014: the iPhone 6, which has a 4.7-in. screen,
and the iPhone 6 Plus, with a 5.5-in. screen. Both iPhones sported new A8 processors that were faster and
more efficient than the previous year’s models. Both also had upgraded cameras and were NFC-ready for
access to the new Apple Pay network that rolled out in October. Although the iPhone 6 was priced the same
as 2013’s iPhone 5S, the Plus model was $100 more. Apple CEO Tim Cook and several other top executives
today pulled the wraps off of the iPhone 6 and the iPhone 6 Plus, and showed the company's long-awaited
wearable, dubbed the Apple Watch, to a large audience in Cupertino, Calif.The iPhone 6 sports a 4.7-in.
display with 1334-x-750-pixel resolution, while the iPhone 6 Plus boasts the long-rumored 5.5-in. screen
with 1920-x-1080-pixel resolution. Apple dubbed the new displays "Retina Display HD."

Both smartphones are powered by the next-generation A8 SoC (system on a chip) that Schiller bragged is
50% more energy-efficient than last year's A7, with a 25% faster CPU and an 84-fold increase in GPU
performance.

Prices for the iPhone 6 will be the same as last year's iPhone 5S -- $199, $299 and $399 with a two-year
contact -- although Apple has doubled the storage in midtier and top-end models to 64GB and 128GB.

The larger iPhone 6 Plus will, as analysts bet yesterday, be priced $100 higher, at $299, $399 and $499 with
a carrier commitment.

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Off-contract prices for the iPhone 6 will start at $649; the iPhone 6 Plus begins at $759.

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IPHONE 6S AND 6S PLUS

Apple's iPhone 6S and 6S Plus represented meaty upgrades to the 2014 models on which they were based.
The 6S and 6S plus got new force touch technology called 3D Touch, as well as a beefed up 12-megapixel
iSight camera that shot 4K video. (The 5-megapixel FaceTime camera was also new, and was designed to
take better selfies.) Both phones ran on a faster A9 chip, and came in a new color for 2015: rose gold.

The iPad Pro will be powered by the new Apple-designed A9X SoC (system-on-a-chip) that includes a 64-
bit processor Schiller claimed is faster than 80% of the mobile PCs that shipped in the past year. The Pro
weighs in at 1.6-lbs., just slightly heavier than the 2010 original.

The iPad Pro originated from a pure tablet, one that ran a mobile-centric OS, while the Surface Pro was
quickly positioned by Microsoft as a full notebook that just happened to have a tablet foundation, and was
powered by a desktop operating system.

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IPHONE 7 AND IPHONE 7 PLUS

The iPhone 7 and 7 Plus looked much like the 2015 models, with three major exceptions: Apple eliminated
the audio jack, changed the home button into a haptic-based virtual button, and added a dual-camera setup in
the 7S. The loss of the audio jack, a somewhat controversial move, meant users had to rely on the Apple-
supplied earbuds or use their old headphones with the included adapter. Both phones ran on a quad-core A10
Fusion chip, and came in two new colors: Black (a matte-finish charcoal color) and the super shiny Jet
Black.The larger 5.5-in. iPhone 7 Plus gets a new dual-camera set, both 12-megapixel single-lens models:
One is identical to the enhanced camera in the iPhone 7, the other offers a telephoto lens. The latter relies on
optical zoom from 1x to 2x, but from there to 10x, digital zoom -- software, in other words -- takes
over.Cameras in both the iPhone 7 and iPhone 7 Plus sport optical image stabilization, enhanced flash and a
larger aperture, the latter which should significantly improve low-light photography.

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IPHONE 8 AND IPHONE 8 PLUS

Apple introduced the iPhone 8 and 8 Plus with a new glass and aluminium enclosure, Retina HD display,
A11 Bionic Chip, and wireless charging on Sept. 12, 2017. The front and back glass enclosure, which Apple
said was the most durable glass ever in a smartphone, was reminiscent of the design of the iPhone 4 and 4s.
True Tone technology adjusted the white balance of the display to match the surrounding light. Redesigned
stereo speakers were 25% louder and delivered deeper bass. Apple called the A11 Bionic chip "the most
powerful and smartest chip ever in a smartphone." It featured a six-core CPU with two performance cores
and four efficiency cores, which were 25% and 70% faster than the A10 Fusion chip, respectively. The new
iPhones included an Apple-designed GPU that delivered up to 30% faster graphics than in 2016’s iPhone 7.

Each model featured an improved 12-megapixel camera with a larger (and faster) sensor, a new color filter,
deeper pixels, and capabilities for 4K video up to 60fps and 1080p slo-mo up to 240fps. AR Kit in iOS 11
allowed developers to create AR games and apps offering immersive and fluid experiences. Color variations
included space gray, silver, and a new version of gold.

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IPHONE X

To commemorate a decade of iPhones, Apple ended its September event with “one more thing,” the iPhone
X (“ten”). Starting at $999 for 64GB and $1,149 for 256GB, it was Apple’s most expensive iPhone to date.
It included a redesigned glass and stainless steel enclosure, wireless charging, and dual cameras. Its flagship
feature was an edge-to-edge “Super Retina display” — a 5.8-in. OLED display that supports Dolby Vision
and HDR 10. It had a pixel resolution of 458ppi, a 1 million-to-1 contrast ratio, and True Tone.Touch ID and
the Home button were removed in favor of a new biometric security feature: Face ID. Face ID uses a
TrueDepth camera system made up of a dot projector, infrared camera and flood illuminator. The A11
Bionic chip works in tandem with advanced depth-sensing technologies to map and recognize a user's face to
securely unlock the iPhone or make a transaction with Apple Pay. Face ID only works when a user looks at
the iPhone X directly and is designed to prevent spoofing by photos and masksThe 7-megapixel TrueDepth
front-facing camera that enables Face ID also included auto image stabilization and delivered Portrait mode
for better selfies with a depth-of-field effect. The TrueDepth camera also could animate emoji, which Apple
playfully calls Animoji. The dual 12-megapixel rear camera included dual optical image stabilization, and an
improved f/2.4 aperature on the telephoto lens.

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IPHONE Xr

The Xr had an aluminum-and-glass design in six finishes, with improved water resistance and a 6.1-in.
“Liquid Retina” display. Available in 64GB, 128GB and 256GB models and starting at $749, it featured
Apple's A12 Bionic Chip with second-generation Neural Engine — the first 7-nanometer chip in a
smartphone.

Portrait mode with depth control was available on the TrueDepth camera for selfies, which included support
for Memoji and face tracking for Face ID authentication, while the 12-megapixel camera with an f/1.8-
aperture wide-angle lens featured a new sensor and improved software algorithms for faster focusing and
enhanced portraiture with depth control. Established iPhone gestures were supported, and haptic touch
controls could be used to instantly launch the camera or flashlight from the home screen.

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IPHONE Xs AND Xs MAX

Featuring 5.8- and 6.5-in. all-screen designs and improved scratch- and water-resistance, Apple's iPhone Xs
and Xs Max both offered Super Retina OLED displays that supported Dolby Vision and HDR10 and had
iOS system-wide color management; the Xs Max had the largest iPhone display to date, with more than 3
million pixels, and the biggest battery — promising up to an hour and a half more battery life than the
iPhone X. The 12-megapixel dual-camera system offered advanced depth segmentation in Portrait mode
with the ability to adjust depth of field both in preview and post-capture for precise control in portrait
creation; the system allowed for faster face tracking for Face ID, Memoji, and third-party AR Kit apps. Low-
light performance and image stabilization were enhanced for both still photography and video capture, in
addition to an extended dynamic range for better highlight and shadow detail. Four built-in mics could
record stereo sound. These models were the first to include Apple's A12 Bionic Chip with second-generation
Neural Engine. The chip design was capable of completing up to 5 trillion operations per second (compared
with 600 billion in its predecessor). Models in 64GB, 256GB and 512GB configurations started at $999 and
$1,099 for the Xs and Xs Max, respectively.

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IPHONE 11

The iPhone 11, which succeeded 2018's iPhone XR, got a $50 price cut (to $699), a new color (purple), a
redesigned two-camera system, and a number of under-the-hood technology upgrades. The screen is a 6.1-in.
Liquid Retina HD display, storage comes in 64GB, 128GB or 256GB options, and the phone uses Apple's
new A13 "Bionic" processor.

The camera system features an ultra-wide camera that captures more than four times the scenery and 4K
video at up to 60 frames per second. It also features audio zoom, so if you zoom in on video, the audio does,
too. The front-facing camera is a 12-megapixel model that allows for slow-motion selfies, which Apple
dubbed "slofies." The camera system also offers a new "night mode" for better images in low-light
conditions. According to Apple, the A13 bionic chip allows for an extra hour of use compared to the 2018
models.

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IPHONE 11PRO AND IPHONE 11 PRO MAX

The iPhone 11 Pro and Pro Max succeeded 2018's iPhone XS and XS Max, and started at $999. The phones
come in four colors, including a new one (Midnight Green), and feature a wholly new three-camera system
and a variety of under-the-hood technology upgrades. The screen is either a 5.8-in. or 6.5-in. Super Retina
XDR display, storage cames in 64GB, 128GB or 256GB options, and the phone uses Apple's new A13
"Bionic" processor.

The camera system features an ultra-wide camera that captures more than four times the scenery and 4K
video at up to 60 frames per second. It also features audio zoom, so if you zoom in on video, the audio does
too. The front-facing camera is a 12-megapixel model that allows for slow-motion selfies, which Apple
dubbed "slofies." The camera system offers a "night mode" for better images in low-light conditions.

According to Apple, the A13 bionic chip and the third-generation Neural Engine run more efficiently,
allowing for up to four or five hours of additional use compared to the previous year's models

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IPHONE 12 AND 12 MINI

The iPhone 12 took over for the iPhone 11, as Apple expanded its OLED displays across its smartphone
lineup and rolled out a new 5.4-in. iPhone mini. Prices started at $699 for the mini ($100 more for the larger
iPhone 12), with storage options of 64GB, 128GB, and 256GB. The new Super Retina XDR displays are
built with what Apple calls “Ceramic Shield” for four times better resistance to breaking if dropped.

All iPhone 12 models use the A14 Bionic chip and offered 5G networking — both the sub-6GHz and
mmWave varieties. Both models offer a dual 12MP camera system with Ultra Wide and Wide cameras that
include Night Mode for better photos in low-light conditions. 4K video recording can be done at 24 fps, 30
fps, or 60 fps and HDR video recording with Dolby Vision is available at up to 30 fps.

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IPHONE 12 PRO AND IPHONE 12 PRO MAX

The iPhone 12 Pro got an even larger big brother with the 6.7-in. iPhone 12 Pro Max. Prices started at $999
for the iPhone 12 Pro ($100 more for the Pro Max), with storage options of 128GB, 256GB and 512GB. The
Super Retina XDR OLED displays are built with what Apple calls “Ceramic Shield” for four times better
resistance to breaking if dropped.

Both Pro models use the A14 Bionic chip and offered 5G networking — both the sub-6GHz and mmWave
varieties. The three-lens Pro 12MP camera system includes either a 4X or 5X optical zoom range, Night
Mode for better photos in low-light conditions, and LiDAR sensors for faster focus and improved AR/VR.
4K video recording can be done at 24 fps, 30 fps, or 60 fps and HDR video recording with Dolby Vision is
available at up to 60 fps.

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IPHONE 13 AND IPHONE 13 MINI

The iPhone 13 and 13 mini picked up where the previous year’s models left off: they have the same form
factor and price range as in 2020, plus a new processor and better battery life. Prices started at $699 for the
mini ($100 more for the larger iPhone 13), with storage options of 128GB (twice the base amount offered
last year), 256GB, and 512GB. Both models sport Apple’s Super Retina XDR displays and run on the new
A15 Bionic chip.

Both also feature a 12MP dual-camera system with Ultra Wide and Wide cameras, sensor-shift optical image
stabilization for sharper photos, and “cinematic mode” for video. 4K video can be shot at 24 fps, 25 fps, 30
fps, or 60 fps and HDR video recording with Dolby Vision is available at up to 60 fps. Both have larger
batteries for up to 2.5 hours more battery life in the iPhone 13 (1.5 hours more in the mini).

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IPHONE 13 PRO AND 13 PRO MAX

The iPhone 13 Pro and Pro Max are virtually identical to their predecessors (though slightly thicker and
heavier). They got Apple’s newest A15 bionic processor and delivered better battery life. Prices again started
at $999 (for the iPhone 13 Pro) and $1099 (for the iPhone 13 Pro Max), with storage options ranging from
128GB to a whopping 1TB. Both models again use Apple’s Super Retina XDR displays, with the Pro
models getting ProMotion screens for smoother on-screen graphics.

Both feature a 12MP triple-camera system with revamped Ultra Wide and Wide cameras, “cinematic mode”
for video, and macro photography. 4K video can be shot at 24 fps, 25 fps, 30 fps, or 60 fps and HDR video
recording with Dolby Vision is available at up to 60 fps. A larger battery means up to 2.5 hours more battery
life in the iPhone 13 Pro Max (1.5 hours more in the 13 Pro).

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IPHONE 14 AND 14 PLUS

The iPhone 14 and new 14 Plus have the same form factor and price range as the previous year, with the
larger Plus model replacing the discontinued iPhone 13 mini. Both use an updated version of the Bionic A15
processor — the same chip used in the 2021 models — and offer better battery life. Prices start at $799 for
the iPhone 14 and $899 for the larger 14 Plus, with storage options of 128GB, 256GB, and 512GB.

Both models use Apple’s Super Retina XDR displays with the iPhone 14 having a 6.1-in. screen and the 14
Plus model sporting a 6.7-in. display. (Unlike the Pro models, these versions of the iPhone do not have an
always-on display or any changes to the screen "notch.") Both feature a 12MP dual-camera system with
Ultra Wide and Wide cameras, sensor-shift optical image stabilization, and cinematic and action modes for
video. 4K video can be shot at 24 fps, 25 fps, 30 fps, or 60 fps and HDR video recording with Dolby Vision
is available at up to 60 fps. Pre-orders began Sept. 7, with the phones available in stores on Sept. 16 (iPhone
14) and Oct. 7 (iPhone 14 Plus).

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IPHONE 14 PRO AND PRO MAX

The iPhone 14 Pro and Pro Max look similar to last year's models, but get noteworthy new features,
including the new A16 processor and a more powerful 48MP rear camera system. Prices are unchanged from
2021, storage options range between 128GB and 1TB, and this year brings a new "Deep Purple" color as an
option. Both models again use Apple’s Super Retina XDR displays, but this year get an always-on display.
(The screen dims when not in use to save on battery life, but can display as much as 2000 nits of brightness
outdoors.)

Both feature a 48MP triple-camera system with tweaked Ultra Wide and Wide cameras, and the same 3X
optical zoom in/2X optical zoom out as last year. 4K video can be shot at 24 fps, 25 fps, 30 fps, or 60 fps,
HDR video recording with Dolby Vision is available at up to 60 fps, and cinematic video stabilization is
available in 4K, 1080p and 720p.) Gone this year are SIM cards, which Apple has replaced with eSIMs. Pre-
orders began Sept. 7, with the phones available in stores on Sept. 16.

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