Apple is changing how it launches iPhones, and if you usually buy the standard model, this fall’s lineup has nothing for you until March. Personally, I always go the Pro route, as my iPhone is my primary mobile device for pretty much everything (communications, social, video/audio capture, etc.). Bleeding-edge, while expensive, is important for understanding the Apple ecosystem and pushing forward.
I’m thinking that Apple is dividing launch paths for this same purpose. Many years ago, “Pro” became the new moniker and divider of devices, segmenting the customer base into those customers who truly needed high-end functions, features, and hardware. “Air” did a similar thing, touting solid performance but in a more lightweight format (think iPad Air, MacBook Air, etc.). And the “regular line” became the standard route for most consumers.
By launching the iPhone Pro and Pro Max, coupled with the foldable iPhone (will it be called “Ultra” or something like that?), Apple can focus on the pro-level consumer and go deeper with that messaging during launch events. Having separate launch timelines for Air and regular models does the same thing as well – Air becomes the higher-end device within the standard consumer segment.