Analysts cite less innovation for the drop in excitement over each year’s new iPhone models

Analysts cite less innovation for the drop in excitement over each year’s new iPhone models: Analysts working for Citi Research sent a note to clients last week about a chart they created that shows waning interest every year in the latest iPhone models. The chart uses the number of Google Search requests from consumers about certain iPhones just before and after their respective “launch event” to gauge the interest in each one. Despite the declining trend, Citi Research still believes that the device can sustain single-digit annual unit growth for Apple, but the firm says that it is not looking for the beginning of a new super cycle. The analysts cited a slowdown in innovation and the saturation of the iPhone in main markets for the declining interest.

Despite the addition of newer features like Face ID, water resistance and an edge-to-edge screen, Citi Research says that more innovation was seen four or five years ago when the screen sizes were increasing and the camera was measurably improving year after year. Google Search results did seem to pop before the release of redesigned models like the Apple iPhone 5 (which increased the screen to 4-inches from 3.5-inches), and the Apple iPhone 6 (which also resulted in two new screen sizes, 4.7-inches and the Plus model’s 5.5-inches).