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No more numbers, no more upgrade treadmills: When Apple launches its new lineup of iPhones, there's only one thing it should call them, and that thing is "iPhone." Period. Full stop. The end.
SEE ALSO: Get ready for the 'largest iPhone ever'
We already have a MacBook, an iPad, and an iPod Touch, but Apple continues to develop its most popular device through a series of numbered, annual updates. It went from the iPhone 5 to the iPhone 6, and then to the iPhone 7. Sure, it's a useful way to get people to pay attention to product launches every year, but the formula is straining under Apple's recent marketing decisions. It's time for something new — something better for consumers, and the planet, though maybe a bit worse for Apple. Read more...
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