Fundamentally Apple is a great marketing company, says Arete's Richard Kramer

Core Insights - Apple has unveiled its thinnest iPhone ever, along with new watches and AirPods, which is expected to drive consumer interest and store traffic [1][2] - The new iPhone models feature a 48-megapixel camera, which addresses consumer demand for improved camera performance, and prices for three of the four models have increased by $100, positively impacting Apple's bottom line [4][3] - Apple maintains a dominant position in the premium smartphone market, holding over 50% market share in the US, and the new design is likely to encourage consumers to upgrade their devices [8][12] Product Features - The new iPhone models have a different physical appearance, which may attract consumers who are looking for a change from previous models [5][7] - Battery life has significantly improved, which could appeal to consumers concerned about battery performance [5][6] - The new Apple Watch includes features aimed at monitoring health metrics, such as hypertension, and is seeking FDA approval for its capabilities [6][7] Market Position - Apple is recognized as the number one brand globally and has no significant competitors in the premium smartphone segment, leading to a strong consumer loyalty [8] - The company has a large user base of 1.2 billion iPhone users, with an estimated annual sales target of 200-250 million units, indicating a five-year replacement cycle for consumers [12] - The introduction of in-house components, such as their own modem and networking chip, is expected to enhance profitability alongside the new pricing strategy for the iPhone Air model [12][13]