Once again, Apple has failed to produce a new iPhone with unique features, up-to-date specs and modern design. Announced Oct. 13, the iPhone12 was initially met with enthusiasm, as it revived the flat-edged sides and brought a new, magnetic charging system. 

However, once the new iPhone was reviewed in hand, it became apparent it was, specs-wise, almost a complete copy of the iPhone 11. 

When they compare the two phones side by side,  customers will see that both phones have almost identical screen sizes, similar camera features and the exact same charging time. Most importantly, pricing on these two phones is stunning. You can purchase the brand-new iPhone for $999 or get the iPhone11 for $599, an opportunity to save $400.  The decision to spontaneously upgrade would be foolish. 

Living in Loudoun County, one of the richest counties in America, prices don’t sway too many people. Ariana Grande’s song lyric,“I want it, I got it,” summarizes the thoughts of many parents and kids here. The lack of a price roadblock means when something becomes old or outdated, it’s in their DNA to automatically upgrade to the newest iPhone. 

To many, new means better. While to some extent that’s true, our own grading system decides whether or not a new product’s features are worth the price tag that makes it a superior product. Individuals don’t care to look at the improvements or key new features, that automatically trust that whatever Apple releases, is worth the price they put on it. 

The biggest way Apple pulls consumers into buying its new product is a simple tactic used by all companies—ads. What sets Apple apart is the way in which it shoots  ads. Apple advertisements seem to awaken almost a sense of pride in the company. From its most famous slogan “Think Different” to a more recent “Shot on iPhone” campaign, Apple seeks to use human relatability to lure consumers into buying its products. 

Don’t get me wrong, I think Apple always puts forth its best effort, but it’s up to us to decide whether that best effort is in line with the industry standard. For the past few years, Apple has introduced modern features in its products that other companies such as Google and Samsung already had on theirs. 

Samsung beat Apple to side-to-side screens and dual cameras. Google beat Apple to app libraries and home screen widgets. Some of these features are universal and should be included on every phone, but the time it took for Apple to implement them was laughable. 

We act as if Apple is one step ahead of the competition and back it up with our wallets. In reality, Apple is slow to grasp the needs of consumers and quick grasp the idea of overcharging.