Its not even that the top iPhone needs to give people what they want. It needs to show the whole industry.

Apple's 'Pro' level device offers above the regular iPhone a 3x zoom, steel chassis and VRR display. None of these are pro-level features and are available on Android handsets one-third of the price. I can't argue that the 14 Max isn't a good phone; its just not a very good value one.

Look at the announced-in-the-last-24-hours Huawei P60 Pro. It has variable aperture main camera that goes from f1.4 to f4, charges from 0-50% in 10 minutes, a 5x Periscope telephoto capable of macro amongst other features. It also has full manual controls and USB 3.0 data throughput.

This is the minimum of what I expect from Apple.