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

Product Innovation & Market Impact - Apple unveiled the iPhone 17 with a thinner design, along with new watches and AirPods [1] - The new iPhone's different look is expected to drive traffic to stores and spark consumer interest [2][3] - Improved camera performance with a 48-megapixel camera across the iPhone range is a key feature [4] - The new iPhone boasts significantly better battery life [5] - The new Apple Watch is approaching medical-grade blood pressure monitoring capabilities, pending FDA approval [6][7] Pricing & Profitability - Apple increased the price of three out of four new iPhone models by $100, which is expected to positively impact the bottom line [4] - The replacement of the iPhone Plus with the iPhone Air, priced $100 higher, is expected to be more successful [13] Market Position & Strategy - Apple dominates the premium smartphone category with over 50% market share in the US [8] - The new iPhone design aims to recapture the excitement of earlier models, encouraging upgrades [9] - Apple is incorporating more in-house components (modem, networking chip) to improve its bottom line [12] Replacement Cycle & User Base - Apple has 12 billion iPhone users and needs to sell 200-250 million units annually, indicating a roughly 5-year replacement cycle [12]