When I hear a new iPhone is coming out, I cannot help but feel pure excitement. From the much-awaited “reveal” event that accompanies each new generation, to the beautiful advertisements and enticing marketing, Apple’s merchandising can make anyone feel that the product they are about to release might just change how we communicate forever – or, at least, until the next new iPhone announcement is made. The iPhone 12’s boxy design is taken from the revolutionary hallmark that was the iPhone 4, as well as the especially game-changing iPhone 5. The transportation of the old triple and double camera options found from the iPhone 11 into iPhone 12 model is consistent with Apple’s practice of recycling features across generations. Conspicuously absent in this new model, though, was the latest high-refresh-rate 120 Hertz display, long adopted by its competitors Samsung, Oppo and Google Pixel. This has, in part, led to speculation that Apple’s reputation as the most cutting-edge personal technology company will be overtaken by one of its major market opponents. Motorola’s new flexible display, for instance, redefines the iconic early-2000s Razr, and its technology holds much more promise than the most recent iPhone. Apple enthusiasts, and even simply Apple passers-by, must miss Steve Jobs’ perfectionism and passion for establishing Apple as a flagship product and luxury brand. However, the iPhone 12 represents a concerted attempt to reclaim its old position as the forerunner of big tech.

The iPhone 12, along with other Apple products, was launched under the moniker “Hi, Speed” – simultaneous with a network-wide upgrade to the latest 5G telecommunications technology. With the new “Hi, Speed” rollout, internet and telecommunications service providers – Verizon, AT&T and T-Mobile – can now sell their customers expensive 5G contracts instead of the now-outdated 4G. Apple not only granted their customers something they have always wanted but also granted the service provider industry their most lucrative opportunity yet.

Still, Apple’s new phone seems much more familiar than revolutionary. Perhaps that is what has made Apple a trillion-dollar company – they never transgress on their own promises or lack thereof. Considering the iPhone’s design and additional features, the aim of the iPhone 12’s rollout is, without a doubt, accessibility. The new iPhone 12 Mini begins at $699, a more affordable price which perhaps marks a departure from the company’s luxury image. The full-size version, conversely, will hold a much higher yield for revenue. Some new features of the iPhone 12 include a ceramic glass screen, purported to be four times stronger than their previous model. Add to this astonishing feature a 30 percent increase in battery strength, redressing two common flaws in Apple’s iPhone technology – consistently low battery and fragile display glass. In brief, this rollout shows an Apple which is far more sensitive to the needs of its customers, and willing to address those concerns with an increasingly accessible, durable and impressive phone model.