What Apple need to do is actually put something different in their allegedly 'Pro' phones.

You buy a Galaxy S22 Ultra and you are getting both hardware, software and design features you cannot get anywhere else, from the 10x zoom camera to the S-Pen. These are all potentially useful features to the average buyer.

The 13 Pro gets you Lidar 3x zoom, 90hz screen and a steel chassis. Bar Lidar these are all nice-to-haves; Lidar is only useful if you use it for scanning. But thats it. They have the exact same innards and software as the normal iPhone.

The 'Pro' range currently exists to dupe customers into thinking the regular iPhone is inferior and to bleed more money out of them rather than offering a superior experience. The regular iPhone is brilliant!

What Apple need is a higher zoom, pencil compatibility (and charging on the Max model) as well as software features like some actual manual camera modes and maybe some exclusive apps (like Aperture!)