Pro
Apple

This article is based on an article from the Japanese edition of Engadget and was created using the translation tool Deepl.


The entry-level iPhone 12 and the iPhone 12 Pro will be available for pre-order on October 16 and will ship and go on sale on the 23rd. The main difference between the two is just the camera performance, and analysts have reportedly said that Apple is failing to differentiate the Pro model.

CNBC confirmed that the iPhone 12 Pro costs over $1,000, which is a significant price difference between it and the “regular” iPhone 12. In light of this, it reports an analysis by some analysts that the company has not been able to explain to consumers why they would pay that much for its luxury model.

Deutsche Bank analysts reportedly expressed their concern that “In past phone cycles, we have felt that AAPL makes a strong case why tech-savvy consumers should gravitate towards 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 made as strongly in 2020," they said, "We worry that the event did not make 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 reason for this is that the only two major differences between the two models are the camera features and the larger storage capacity. It's been noted that the company failed to show any differences in the processor, battery life, or screen technology between the entry-level model and the Pro model.

The iPhone 12 Pro, for example, has a telephoto lens in addition to wide and ultra-wide lenses and larger camera sensors that can capture more light. The implementation of a LiDAR scanner, like the iPad Pro (2020), is also claimed to improve AR capabilities and portrait photo quality in darker areas.

But it is primarily more important to serious photographers than the average consumer. The best-selling model last year was also the iPhone 11, or the model with a dual-lens rear camera at a lower price point, and CEO Tim Cook previously said that the company “hit the right price” with the iPhone 11 when discussing the device.

Analysts at U.S. investment bank Raymond James also said that the value proposition for iPhone 12 Pro essentially comes down to the quality of the camera, which is "the only differentiator between iPhone 12 and iPhone 12 Pro". Furthermore, leading brokerage firm UBS forecasts the iPhone 12 Pro to sell only 25 percent of the total iPhone 12 series units due to its price.

Indeed, whereas the previous year's iPhone 11 had an LCD screen, the iPhone 12 will have an OLED display (with the same 6.1-inch screen size as the Pro), and there's no noticeable disparity between it and the Pro model in particular, including the A14 Bionic SoC onboard. And if you opt for 128GB storage, which is the same as the Pro, the price difference with the Pro is $150.

The prediction that "iPhone 12 will be the most popular" was also made by famous analyst Ming-Chi Kuo. However, the iPhone 12 mini should be the most advantageous when it comes to price. Whether the "mini is too small to appeal to the mass market" as Kuo believes, or whether the mini will be the best-selling device of all time, we'll have to wait and see.

Source: CNBC


This article is based on an article from the Japanese edition of Engadget and was created using the translation tool Deepl. The Japanese edition of Engadget does not guarantee the accuracy or reliability of this article.