The creators have to annually upgrade for their audiences but it doesn't help the everyperson who does so once every 3-4 years. 'The 16 Pro is boring' isn't a call to buy the last one but to wait for the next: unhelpful buying advice.

The arguement this year might be that the regular 16 model has had so many upgrades as to almost invalidate the Pro line altogether for the average customer. Its an extra £200 for 3 extra levels of zoom magnification and VRR. There are a lot more smaller differences but most people will never notice.

The iPhone 16 is probably the best value iPhone Apple have made since the iPhone 12. Where it falls short though is being the exact same price as the Pixel 9. Most people won't jump ship but it could be argued that Google brought the fight to Apple this year. For the same price you're getting a better camera system, a mature AI and a tasty new design.

Your move, Apple.