Apple releases four phones a year. But it needs to make all of them popular [Video]

One of the first things Steve Jobs did when he returned to Apple in 1997 was simplify Apple’s product lineup. At the time that meant four computers: Two laptops and two desktops, each in a pro and consumer version. 

“If we had four great products, that’s all we need,” Jobs said at a product launch in 1998.

Three decades later, Apple’s product lineup is much broader. The company in 2024 launched four iPads, four MacBooks, two desktop Macs, one Vision Pro headset, two Apple Watch models and three kinds of AirPods. But when it comes to iPhones, four remains the magic number. 

That’s how many iPhones the company has released each year since 2020, and in September, it released the iPhone 16, the iPhone 16 Plus, the iPhone 16 Pro and the iPhone 16 …