Apple’s upcoming iPhone 16 has already been dismissed by some consumers, even before its official release. Reports suggest that this dissatisfaction comes from the perception that the new iPhone will only have incremental updates rather than the groundbreaking improvements that consumers have come to expect from Apple. Industry analysts like Dan Ives from Wedbush Securities have pointed out that while this sentiment may not be widespread, it does indicate a significant shift in consumer expectations and loyalty.
Ives stated, “Apple has set very high benchmarks for itself, and any deviation can significantly impact consumer perception.”
This development is happening in a highly competitive smartphone market, where rivals such as Google’s Pixel series are aggressively innovating. With rumors about the Google Pixel 9 Pro generating high anticipation among tech enthusiasts, Apple’s latest offering is under increased scrutiny. It remains to be seen whether this early dismissal will impact sales, but it has definitely sparked discussions about the future direction of Apple’s product strategies.
When the iPhone 16 series does arrive, it is expected to introduce new colors, features, and Apple Intelligence—Apple’s new suite of AI capabilities. Bloomberg’s Mark Gurman has leaked notable upgrades, giving a glimpse into whether the new models will live up to the hype. One of the key updates is the addition of the Action Button to all iPhone 16 models, which was previously only available on the more expensive Pro models.
There will also be a new camera control button on the right edge of the new iPhone, although it is not clear if this feature will be limited to the Pro versions. Screen displays are expected to increase in size, potentially only for the iPhone 16 Pro and Pro Max models.
Early dissatisfaction with iPhone 16
New color options are also anticipated, with Apple possibly dropping the titanium blue shade from the iPhone 15 Pro and introducing a new rose gold option. All iPhones released this fall will feature versions of the A18 processor and 8GB of RAM, which are crucial for running Apple Intelligence. Gurman suggested in his newsletter that the iPhone hasn’t changed significantly since the iPhone 12 release in 2020.
However, he expects 2025 to be a pivotal year for Apple, possibly featuring a new iPhone SE and an exceptionally slim iPhone 17. As Apple gears up for the iPhone 16 launch, its largest partner, Taiwan’s Foxconn, has hired around 50,000 new workers at its Zhengzhou factory in China. This significant recruitment drive is part of the factory’s efforts to ramp up production of the iPhone 16, which is set for release in the second half of this year.
Foxconn posted recruitment information on major job sites and social networking services (SNS) platforms in late July, offering an increased hourly wage of up to 25 yuan (approximately 4,800 won). The Zhengzhou factory has also offered bonuses of up to 7,500 yuan, a substantial increase from the 6,000 yuan bonus offered a month earlier. The period from August to December is considered the peak season for iPhone shipments, and Apple has set an ambitious shipment target of 90 million units for the iPhone 16, a 10% increase from the previous year.
Bloomberg reported that the shipment volume of the iPhone 15 in the second half of last year was around 81 million units. Foxconn’s Zhengzhou factory, known as the world’s largest production base for iPhones, is demonstrating its commitment to meeting Apple’s increased shipment targets through this recent hiring spree. This move also comes amid speculations that Foxconn would leave China and relocate its manufacturing facilities, which the company has denied.
