iPhone outgrew Steve Jobs’ product strategy, and more change is coming

Apple has dramatically expanded its iPhone lineup beyond Steve Jobs' simple 2x2 product matrix, moving from four main models to six flagship options including the new iPhone 16e, iPhone Air, and upcoming iPhone Fold. While the iPhone 17 Pro is selling well, the Air and 16e are reportedly struggling with sales. The company is already making adjustments, like adding a second camera to the iPhone Air 2, as it navigates the challenge of differentiating multiple products effectively.