Apple and the Remarkably Persistent iPhone

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So, Apple. Still making phones, are they? It’s a bit like discovering that Switzerland is still making watches. One almost expects it, yet it remains faintly astonishing. Tim Cook, their CEO – a fellow who seems remarkably unruffled for someone responsible for so much shiny technology – announced recently that the iPhone had a rather good quarter. “Best ever,” in fact, which, given the sheer volume of phones sold globally, is saying something. And now they’ve launched the iPhone 17e. Not the 18e, or the 19e, but the 17e. A subtle distinction, perhaps, but Apple does enjoy its subtleties.

The 17e, you see, is the ‘entry-level’ iPhone. It starts at $599, which, when you consider that some people once paid the equivalent of a small house for a brick-sized mobile phone, feels almost…reasonable. The standard 17, naturally, is a bit more, starting at $799. It’s a curious thing, this pricing. They’re offering double the storage on the ‘e’ model for the same price as the previous budget version. It’s like getting a free dessert with your coffee, only the coffee is a remarkably complex piece of engineering. And people are buying them. In vast quantities.

This isn’t just about selling phones, of course. It’s about maintaining momentum in a segment that already appears to be firing on all cylinders. From an investor’s perspective, it’s a comforting sight. A healthy, reliable engine in a world full of untested prototypes.

Why the iPhone Remains, Well, the iPhone

Let’s be clear: the iPhone is still, by a considerable margin, Apple’s biggest earner. In the first fiscal quarter of 2026 (dates are always so very future-y), it generated $85.3 billion in revenue, accounting for a rather substantial 59% of their total quarterly income. For the entire year, it was around 50%. That’s a lot of phones. A truly staggering number. It’s enough to make one question the entire concept of personal communication, but let’s not dwell on existential crises just yet.

The 17e, therefore, isn’t merely a new product; it’s a strategic move. Apple needs to reach every potential customer, and a slightly more affordable option – one packed with upgrades over the previous ‘e’ model – helps them do just that. They claim it’s built to “last, stay fast, secure, and valuable for years.” A bold claim, but then Apple is rather good at making things that seem to last.

Kaiann Drance, Apple’s iPhone marketing chief (a title that sounds suspiciously like something from a science fiction novel), explained that it boasts an A19 chip, double the storage, a smarter camera, and enhanced durability. One can only assume the durability is tested by dropping it from increasingly alarming heights.

Pre-orders begin March 4th, with the phones hitting stores on March 11th. Mark your calendars, or don’t. The world will continue to spin either way.

A Gateway to…Everything

The iPhone isn’t just about the phone itself, you see. It’s about the ecosystem. Once you’re in, you’re really in. It’s a bit like joining a very exclusive club, only the membership fee is several hundred dollars and you have to upgrade every couple of years. Apple’s services – Apple Music, Apple TV+, iCloud storage – are all designed to keep you happily ensconced within their walled garden. And they’re remarkably successful at it.

Cook recently announced that Apple’s installed base of active devices has surpassed 2.5 billion. That’s a truly mind-boggling number. It’s more than the population of Europe and North America combined. And those devices are generating a significant amount of revenue. Services revenue rose 14% in the last quarter to a record $30 billion. It’s a virtuous cycle, really: more devices, more services, more revenue.

They also unveiled a new iPad Air, featuring an M4 chip and more memory. Because, apparently, we all desperately need a more powerful tablet.

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Looking Ahead (and Wondering What Comes Next)

Apple recently indicated that demand for iPhones is so strong that their revenue guidance for the next quarter is limited not by demand, but by supply. That’s a rather nice problem to have. It suggests that people actually want their products, which, in the world of consumer electronics, is a rare and precious thing.

Ultimately, the iPhone 17e adds another compelling product to an already impressive lineup. It may not be a revolutionary leap forward, but it fortifies Apple’s most important segment and could attract both new customers and upgrades from existing ones. And in the grand scheme of things, that’s exactly what investors like to see. A reliable engine, humming along nicely, in a world full of uncertainty. It’s a comforting thought, isn’t it?

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2026-03-03 10:53