https://desertstrategic.us/articles daily 0.75 2025-10-22 https://desertstrategic.us/articles/why-apple-wont-make-the-iphone-i-want monthly 0.5 2025-10-22 https://images.squarespace-cdn.com/content/v1/687eb6be0619301df7d42598/1983bd53-9438-45b3-8334-ebfc3913a212/iPhone+Air.png Articles - Why Apple won’t make the iPhone I want - Make it stand out The iPhone Air: “The thinnest iPhone ever” (apple.com screen capture) https://images.squarespace-cdn.com/content/v1/687eb6be0619301df7d42598/1a10d710-f3bf-4a3c-bcdd-1f77d5ef2268/Slide1.jpeg Articles - Why Apple won’t make the iPhone I want - Make it stand out 2025 iPhone 17 lineup (apple.com screen capture composite) https://images.squarespace-cdn.com/content/v1/687eb6be0619301df7d42598/2e8a5b28-e004-4dec-b398-16c84689ef3d/Slide2.jpeg Articles - Why Apple won’t make the iPhone I want - Make it stand out iPhone frontal area (overall length x width) has grown significantly over time. Line indicates the smallest size in a given generation of releases and doesn’t reflect out of year sales (e.g., last year’s phone at discounted rate) https://images.squarespace-cdn.com/content/v1/687eb6be0619301df7d42598/6a672470-a324-486a-ac2d-805b5edc0d5b/Slide3.jpeg Articles - Why Apple won’t make the iPhone I want - Make it stand out iPhone body thickness over time. The iPhone Air is an outlier in recent trends of thicker phones after the iPhone 13 generation. Note this does not include the camera bump, island, plateau, or lenses, as reflected in Apple’s marketing and specification materials. https://images.squarespace-cdn.com/content/v1/687eb6be0619301df7d42598/1761090871370-U9H3DA2481WBCYQ1K7E6/Slide3.jpeg Articles - Why Apple won’t make the iPhone I want - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/687eb6be0619301df7d42598/1761090873022-JKZ0TKU6GC75RAFXL8OM/Slide4.jpeg Articles - Why Apple won’t make the iPhone I want - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/687eb6be0619301df7d42598/7c1287bd-98fc-4492-b90b-06674af50458/iPhone+13+lineup.png Articles - Why Apple won’t make the iPhone I want - Make it stand out The iPhone 13 lineup had the largest choice in physical form factors of any recent iPhone generation (apple.e.com scree capture) https://images.squarespace-cdn.com/content/v1/687eb6be0619301df7d42598/05e5cd00-87fa-4d17-90ae-3e2804dfb3ee/Slide5.jpeg Articles - Why Apple won’t make the iPhone I want - Make it stand out The Price Laddering scheme of the iPhone 17 lineup. For every device, there is a clear option to increase capacity or move up to a more expensive and higher end or larger device. https://images.squarespace-cdn.com/content/v1/687eb6be0619301df7d42598/46bb9c9f-4244-41b0-a9c6-94eb0705722e/Slide6.jpeg Articles - Why Apple won’t make the iPhone I want - Make it stand out In the iPhone 13 lineup, the existence of the meant that stepping up to a higher cost and margin device was not the clear choice with the existence of the iPhone 13 mini. https://images.squarespace-cdn.com/content/v1/687eb6be0619301df7d42598/cad7491f-bba0-43e2-9aca-66122c54f9a3/Slide7.jpeg Articles - Why Apple won’t make the iPhone I want - Make it stand out The costs of making a smaller device are largely insensitive to physical size. Only 4 categories are thought to vary with size: display, battery, frame, and box. Note that all costs are high level estimates based on public data. https://images.squarespace-cdn.com/content/v1/687eb6be0619301df7d42598/c1832d45-959c-4858-afc5-5154ab0ba3d8/Slide8.jpeg Articles - Why Apple won’t make the iPhone I want - Make it stand out The lower price point combined with similar costs of the iPhone 13 mini meant that margin would have been significantly worse. Note that all costs are high level estimates based on public data. https://images.squarespace-cdn.com/content/v1/687eb6be0619301df7d42598/fd025357-5ac8-4768-9b5f-1543399732dd/MacBook+Air.png Articles - Why Apple won’t make the iPhone I want - Make it stand out Steve Jobs’ legendary unveiling of MacBook Air from a manilla envelope. Thinness was the primary specification that mattered for the MacBook Air. (YouTube screen grab) https://images.squarespace-cdn.com/content/v1/687eb6be0619301df7d42598/1cf12832-1c79-4b5a-aaad-550dab4c6469/Slide9.jpeg Articles - Why Apple won’t make the iPhone I want - Make it stand out This chart shows how the battery capacity of an iPhone Air would vary with body thickness. Apple would have built similar models prior to detailed design to determine the overall thickness. This allows you to set major specifications without detailed design if the major constraints are known. https://images.squarespace-cdn.com/content/v1/687eb6be0619301df7d42598/3eff2440-a262-4c4a-bea6-f27da17a2f4c/Slide10.jpeg Articles - Why Apple won’t make the iPhone I want - Make it stand out This chart is similar to the last, with the addition of a second, lower curve that has been scaled for the width and height of a smaller device similar to an iPhone 13 mini. At 6.5 mm, the smaller device would have the same battery capacity as the much larger iPhone Air, assuming that packaging of internal components remained flexible. https://images.squarespace-cdn.com/content/v1/687eb6be0619301df7d42598/ccec114d-fe71-4dfc-88f7-26ee5c598297/Slide11.jpeg Articles - Why Apple won’t make the iPhone I want - Make it stand out The iPhone mini, positioned as a premium luxury device would occupy a new spot in the iPhone lineup https://images.squarespace-cdn.com/content/v1/687eb6be0619301df7d42598/d72660df-9faa-4a07-a9f0-46e2b2c3679b/Slide12.jpeg Articles - Why Apple won’t make the iPhone I want - Make it stand out Priced at $949, an iPhone mini would fit cleanly into the current price laddering scheme. Enthusiasm is high. Demand is unknown. https://desertstrategic.us/articles/tracking-us-ev-delivery-and-pricing monthly 0.5 2025-10-08 https://images.squarespace-cdn.com/content/v1/687eb6be0619301df7d42598/9dd26b5e-69cf-4333-b153-31528c8f83e7/Slide1-10-07-25_19-17-35-552.png Articles - End of the IRA EV subsidy in the US: Deliveries and Pricing insights for 4Q 2025 - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/687eb6be0619301df7d42598/a896dac6-80b6-44af-b8b5-34f8b3f58bd2/Slide2-10-07-25_19-17-35-635.png Articles - End of the IRA EV subsidy in the US: Deliveries and Pricing insights for 4Q 2025 - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/687eb6be0619301df7d42598/cb3c2118-95ee-4962-8257-b7de910da9b4/Slide3-10-07-25_19-17-35-694.png Articles - End of the IRA EV subsidy in the US: Deliveries and Pricing insights for 4Q 2025 - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/687eb6be0619301df7d42598/e7675c31-1d43-461a-8c72-b3d4019e3b40/Slide4-10-07-25_19-17-35-752.png Articles - End of the IRA EV subsidy in the US: Deliveries and Pricing insights for 4Q 2025 - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/687eb6be0619301df7d42598/ba4bff88-c2b5-4fb4-aea6-a038ae2c5965/Slide5-10-07-25_19-17-35-851.png Articles - End of the IRA EV subsidy in the US: Deliveries and Pricing insights for 4Q 2025 - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://desertstrategic.us/articles/tag/Lucid monthly 0.5 https://desertstrategic.us/articles/tag/iPhone monthly 0.5 https://desertstrategic.us/articles/tag/Product+Development monthly 0.5 https://desertstrategic.us/articles/tag/EV monthly 0.5 https://desertstrategic.us/articles/tag/Forecasts monthly 0.5 https://desertstrategic.us/articles/tag/Apple monthly 0.5 https://desertstrategic.us/articles/tag/Pricing monthly 0.5 https://desertstrategic.us/articles/tag/Tesla monthly 0.5 https://desertstrategic.us/articles/tag/Rivian monthly 0.5 https://desertstrategic.us/articles/tag/Hyundai monthly 0.5 https://desertstrategic.us/home daily 1.0 2026-02-16 https://images.squarespace-cdn.com/content/v1/687eb6be0619301df7d42598/a8a75032-b38f-463d-8f37-c54fffeebfed/Saguaro_NP+edited.png https://desertstrategic.us/about daily 0.75 2026-02-16 https://images.squarespace-cdn.com/content/v1/687eb6be0619301df7d42598/70f39281-6e50-400a-b18d-983fc0367fad/headshot.jpg https://desertstrategic.us/contact daily 0.75 2025-10-08