Steph McGovern

And Apple's competitors have moved up the launches of their flagship phones, often to over the summer, sort of getting a jump on Apple.

So this would be a big change for the company if it does indeed turn to a strategy where it releases new products throughout the year, as opposed to

concentrating these really powerhouse launches in one particular season.

Season often towards the holiday season, but now they're trying to drip feed a little bit more day now.

And what's interesting is that we are expecting some really seismic changes to the actual phone itself.

And that would be just the first of several new changes to Apple's phone.

iPhone line and really just coming as part of a larger, what seems like a larger spate of product launches.

I think consumers to some extent have gotten used to long lulls between Apple's product launches.

And I think the launches now are going to be more frequent and just more numerous.

It does seem like Apple's in a period of launching more stuff, in some cases, more ambitious products than perhaps consumers have come to expect.

But there must have been economies of scale to a certain extent of having one big event with all the marketing prowess around it and everyone to go and digest rather than this constant drip feed.

Was that why initially it all came one big particular wow moment?

I think that is certainly part of it, and I think the holiday timing is no coincidence.

As Mark wrote in his newsletter, there were certain downsides, of course, as well to this strategy.

It sounds like it put some strain on various teams inside Apple, from marketing to engineering, and also concentrated revenue in a certain part of the year, which is not ideal for the company.

And it sounds like this new strategy is intended to address a number of those issues.

And I didn't even mention the impact that those kind of concentrated launches might have on some of Apple's suppliers.

But Mark did mention that as well in this weekend's newsletter.

OK.

And so more broadly, who do you think the competition is that they've had to really align themselves?