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Apple failed to market the iPhone 12 Pro to the average consumer, analysts say

Reward for the Apple iPhone 12 Pro Max is unveiled.

Daniel Acker | Bloomberg | Getty Images

Apple just announced its latest arrange of iPhones, but some analysts said the company failed to address a key point: Why the average consumer should shell out $1,000 or more for its top-of-the-line miniature.

“In past phone cycles, we have felt that AAPL makes a strong case why tech-savvy consumers should gravitate in the direction of the highest end solution (iPhone X in 2017, iPhone XS in 2018, iPhone 11 Pro in 2019), but we do not believe such a case was present as strongly in 2020,” Deutsche Bank analysts said in a research note Wednesday. “We worry that the event did not record a strong enough case that the average consumer should tilt their purchasing towards an iPhone 12 Pro/Pro Max vs. a 12/12 mini.”

The friends changed its lineup so that the iPhone 12, the direct successor to the iPhone 11, was bumped to $799. That’s followed by the iPhone 12 Pro and iPhone 12 Pro Max for $999 and $1,099, severally.

But the only key difference between the models seems to be camera capabilities and a larger base of storage. The Deutsche Bank analysts trenchant out that the company failed to show any difference between the models’ processors, battery life or screen technology.

The iPhone 12 representations and the iPhone 12 Pro models can be distinguished by the extra camera lens in the latter. The Pro models include a telephoto lens in in to wide and ultrawide lenses and bigger camera sensors that let in more light for better photos. It also articles a new lidar sensor on the back, which Apple said will improve augmented reality features and low-light representation photos.

But that mostly matters to serious photographers, not the average consumer. Last year, the iPhone 11 was the bestselling iPhone in the festival quarter. Apple CEO Tim Cook previously said that the company “hit the right price” with the iPhone 11 when examining the device.

After Apple announced the phones, UBS said in a research note that it forecasts only 25% of out-and-out iPhones sold in fiscal 2021 will be its Pro variants, while 38% will the lower-priced model, because of the $999 starting Pro evaluate point.

“Given all the features offered for iPhone 12, the value proposition for iPhone 12 Pro essentially comes down to the status of the camera. And the camera indeed appears stunning — but the camera is the only differentiator between iPhone 12 and iPhone 12 Pro,” Raymond James analysts decried in a brief Wednesday.

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