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The iPhone 7 does not have any exceptional new features- just small improvements over iPhone 6 that were expected. This is what reviewers think. Over the years Apple set a high bar for its product innovations, now this is slowing and big changes are coming much slower. It is seen as a time when expectations for Apple may need to be reset. This is not unusual and does not mean this is a big problem for Apple, as the products still work very well, and all the products sync well,  says this reviewer.

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In a significant development Apple plans to introduce a new iPhone in 2011 at half the price. The new iPhone will be lighter and about half the size of the current model, the iPhone 4. The reduced price would make it possible for Verizon and other carriers to subsidize most of the retail price. Apple at the current time sells iPhones to Verizon and other carriers for an averge of $625 each. A subsidized iPhone can then sold near the price point of $200 with a two year contract. Also in the works is a big revamp of the MobileMe online storage service. The service allows users to access data from a central location, and is sold for an annual subscription fee of $99. This feature gets rid of the need for a lot of memory residing on the phone itself. MobileMe would also be used for online music, social networking and other purposes. These two projects, the mass market iPhone and the new MobileMe are the two top priorities for Steve Jobs, who is still overseeing the efforts from home. Jobs went on medical leave recently. The global market share of the iPhone is only 3.4%, according to IDC. Yet it generated 39% of Apple's $26.7 billion in revenues for the last quarter of 2010. Apple's strategy is to accelerate competition in the smartphone segment. IDC says global sales of smartphones will rise 39% in 2011 to 421 millon units. Apple has sold 84.2 million iPhones since the introduction in 2007. By entering the massmarket with a better iPhone and free features on MobileMe Apple hopes to make significant inroads in 2011-2012....

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The new Apple iPhone 4S failed to impress analysts looking for further advances in design and capabilities. This is the fifth generation of the iPhone that was first introduced in 2007. It has a speedier processor, an improved camera, and voice-command services. The iPhone generated $13.3 billion out of total Apple revenue of $28.6 billion, in second quarter 2011. Analysts estimate Apple sold 22 millon iPhones in the third quarter 2011, and is expected to sell 25 million iPhones in the fourth quarter. The 4S iPhone uses the same Apple A5 processor chip that is found in the iPad 2 tablet, with twice the earlier speed for downloading data, and seven times faster speed for graphics enabling better videogame display. A personal assistant software Siri enables voice commands for checking weather and responses to text mesages. Prices start at $199 for 16 gigabyte models with a two year contract. Sprint, AT&T and Verizon will offer the phone.

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David Barboza of NYT describes the hidden subsidies China gives to Foxconn for its plant in Zhengzhou, in a poor region of China. The factory there makes about half a million iPhones a day. These subsidies include incentive packages, infrastructure building, local government help of about $1.5 billion. As a result Apple has high margins. For a 32 gigabyte iPhone 7 that costs $400 to make, the retail price is about $649 in the U.S.  The hidden subsidies is why Apple can maintain dominance as profits are reinvested. And the result is that with only 12% of the smartphone market Apple can take in 90% of the profit, according to Strategy Analytics. Barboza looks back at Apple before co-founder Steve Jobs left in 1985 as focussing on manufacturing at plants in Colorado and California. By 2001 with iPod sales soaring the move to China under Cook, who previously worked for Compaq, was underway. With the introduction of the iPhone in 2007, the move to China for manufacturing accelerated. The reason: only China offered the kind of subsidies, the speed of approval and building of infrastructure facilities, the local government support, the hundreds of thousands of workers, and the best tooling engineers, to produce in huge volumes with speed, and maintaining quality levels. Earlier plants including one in Colorado Springs that this Lyrarc editor was invited to visit just prior to Jobs rejoining Apple had many quality problems, so much so that Apple had a large part of the manufactured personal computers set aside for rework. The quality levels were dismal, defects were unbelievably high. This is the Apple manufacturing process and plant that Jobs must have seen when he returned, and which he hired Cook to fix. Not only were costs higher in the U.S., (subsidies in China came later) when Jobs looked at the manufacturing quality and the inability to get the quality he needed from American workers and engineers at that time in the 1990's, only then did he turn to China- and the more he saw what was possible to accomplish there he sensed an unusual opportunity to finally put the ghosts of memories from competition with Microsoft at rest, and to surpass everything that had been done in Silicon Valley. The result one of the most ingenious and large manufacturing networks in the world, huge profits for an American company, except for one thing- it would not do much for American workers. ...

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Sommer describes the effect of a strong dollar on Apple's sales and profits from iPhones worldwide. This in turn affects Apple's share price. Corporate profits in the U.S. declined by 5.1% in 2015, according to the Commerce Department. Between the last quarters of 2014 and 2015 every dollar of Apple sales was reduced by 15 cents when converted into dollars, according to CEO Tim Cook.

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For years Apple concentrated all its iPhone production in a few factories in China. The Zhenzhou factory with 300,000 employees is one of the largest of the Apple suppliers. These suppliers including Foxconn and Luxshare work witn Apples NPI process in which manufacturing is designed around Apple designs and prototypes. For the first time WSJ reports on protests at the Zhengzhou factory over Covid controls and wages, conditions. Young people in China are no longer keen on working in these conditions and protested. Apple finally recognizes the need to reduce concentration in one country and plans to bring 40 to 45% of the production of iPhones to India. Initially it plans to bring NPI trained suppliers such as Luxshare that have facilities in Vietnam to assemble outside China. Over time suppliers in India will have to develop the needed skills, planning and engineering concentration of people to Make in India what is now Made in China.

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Joanna Stern in the WSJ says the iPhone X at $1000 is worth it. She details all the new things you can do with the iPhone X. Stern calls it a bridge between the older iPhones and a new type of iPhone. In a separate review in the Washington Post the value proposition of the iPhone X is questioned- the iPhone 7 at $550 and the iphone 8 at $800 are considered just as powerful and get most of what you want done without the fancy features. The iPhone X packs the features of larger phones like the Plus into a smaller phone, yet is it worth paying the price of about 2 iPhone 7s. If you want the excitement of trying something new like Stern then go ahead, for value and performance the iPhone 8 or the iPhone 7 are seen as sufficient.

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With the introduction of the iPhone 4S, Apple announced the iPhone 3GS will be offered free, and the iPhone 4 for $99. This puts Apple iPhones priced to compete with smartphones in the middle and lower price ranges in the market. The free iPhone is a model first introduced in 2009. As the expansion of the smartphone market is now ocurring at the low and mid price ranges, companies making smartphones using Google's Android software and Blackberry's RIM are targeting this market. In the U.S., as of the end of July 2011, 82 million Americans owned smartphones, increasing 10% from the prior quarter, according to comScore. 42% of U.S. smartphone users use Android phones, only 27% use Apple phones, as of the end of July 2011, because of the price difference. In India Apple iPhones have barely made a dent because of large price differences. Rapid growth expected in emerging markets will also make this low end of the smartphone market attractive for Apple.