Apple isn't selling you an iPhone, they're selling you a dream. The idea is to make you want to be the person snapping all those great photos and most people want to be fit and active, even if we don't want to put in the effort. Apple is selling you the dream that if you just have an iPhone and Apple Watch you'll be motivated to get out, get fit, meet interesting people and sit around a fire at a beach on a summers night. That's why they are so focused on photo, and fitness.
There isn't really much innovation in the iPhone 7, it's just the next iteration of the models before it. It just doesn't sell that many phone telling people: Yeah it's a little fast, so if you feel that your phone fast enough, maybe don't buy it.
It is true for a long time now, that Apple sells a lifestyle. It really kicked off when they introduced the iPod and the new line of Mac's not to mention the debut of the iPhone.
I'm not denying the genius behind their marketing strategy, but I'm wondering when this cow will start giving less milk.As more and more people in the upcoming generations are tech literate, the harder it will get to impress them with a better camera and a shiny gloss finish.
I feel this road doesn't lead to more useful innovations. Maybe it will lead to a fitter, happier life with loads of pictures in it.
Why not ask the same question of Nike or Addidas? The number of people who wear sportswear for fashion FAR outstrips those who wear it for sports alone. And that cash cow seems far from milked, what with the recent fashion trend of athliesure...
My point is, tech literacy is irrelevant; the lifestyle brand is everything.
There isn't really much innovation in the iPhone 7, it's just the next iteration of the models before it. It just doesn't sell that many phone telling people: Yeah it's a little fast, so if you feel that your phone fast enough, maybe don't buy it.