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This is the iPhone 12’s leaked redesign, and it’s stunning – does it even matter?

This is the iPhone 12’s leaked redesign, and it’s stunning – does it even matter?

Apple flipped the smartphone industry on its head back in 2007 when it released the original iPhone. All the major players at the time would see their entire smartphone businesses crumble to the ground in the coming years, including giants back then like Nokia and Microsoft. They were in denial and refused to adapt despite the fact that many of us knew the iPhone was clearly the way forward. It was simple, it was sleek, it was smart, and it was a massive improvement compared to the overcomplicated plastic bricks that dominated the market in the first half of the decade.

In the years that followed, Apple’s iPhone business became an unstoppable rocket that launched the company into the stratosphere. Even as Android passed iOS in terms of global market share, Apple continued to rake in the majority of the industry’s profits each quarter. Of course, the kind of trajectory Apple had enjoyed for years wasn’t sustainable. iPhone sales growth eventually had to slow, and slow it did. That is of course why other areas of Apple’s business like services and accessories have become so important. The iPhone is still responsible for more than half of Apple’s revenue each quarter though, most recently climbing to $55.96 billion in the fiscal first quarter, the results of which were released earlier this week. But there’s something particularly interesting about Apple’s performance during the holiday quarter, and no one seems to be talking about it. What’s more, it draws into question whether the iPhone 12’s upcoming design overhaul is really as big a deal as people seem to think it is.