It’s hard to shake off the notion that Apple didn't discontinue the iPhone 17 Plus due to poor performance—it was simply too appealing. Picture an iPhone 17 Plus equipped with a vibrant 120Hz ProMotion display and a generous 256GB of base storage, all for a price tag of around $900. Would consumers be willing to splurge an additional $300 for a Pro Max when they could receive nearly the same functionality in a more affordable package?

By scrapping the iPhone 17 Plus, Apple seems to have placed its bets on a new, intentionally limited model, the iPhone Air. While I have an appreciation for the iPhone Air concept, I recognize that I belong to a niche group that prioritizes a lightweight design. Objectively, the iPhone 17 Plus would have been a game-changer in the market.

The iPhone 17 Plus Dilemma: An Overabundance of Value

Many aren't aware of the stagnation occurring among budget smartphones. Recent reports indicate that innovation has come to a standstill, exemplified by the upcoming Google Pixel 10a featuring minimal upgrades and the anticipated Galaxy A57, which promises no significant enhancements. The crucial question here is why these companies refrain from improving their more accessible devices. Essentially, every new feature risks closing the gap with flagship models, which is detrimental to a company's revenue.

The Speculation

This brings us back to the enigma of the iPhone 17 Plus. Why eliminate it just as it was set to receive highly awaited features like the ProMotion display and increased storage? Apple strategically pivoted to the Plus model after the iPhone Mini series fell short of expectations. The iPhone 14 Plus, 15 Plus, and 16 Plus offered enticing features—large screens and robust batteries—but still suffered from limitations like a 60Hz refresh rate and the absence of telephoto lenses.

While the Plus models never reached blockbuster sales, they consistently outperformed the Mini lineup. It seems improbable that anyone at Apple envisioned iPhone Air as a sustainable option.

The most logical explanation lies in Apple’s awareness that the iPhone 17 Plus's features could entice Pro Max purchasers to reconsider their choices. This scenario was clearly unacceptable to them.

The iPhone Air Compromises

Take a closer look at the iPhone Air, a model criticized for its numerous drawbacks: a solitary camera, a mediocre single speaker, no fast charging, and questionable battery performance. It's evident that the iPhone Air could never replace the functionality that the Plus series offered.

With a "super thin" but underwhelming large-screen iPhone in the Air, Apple ensures that anyone seeking a capable large phone has to opt for the high-priced Pro Max. They've effectively exchanged the balanced Plus for a luxury model that doesn't compete with their flagship, leaving consumers with either a subpar Air or a premium-priced option.

Apple's Pattern of Protecting Pro Models

This trend to safeguard margins is not new for Apple. The company has a history of discontinuing last year's Pro flagships when introducing new models, thereby forcing consumers to purchase the latest Pro Max at its peak price. This approach ensures customers face limited discounts and always end up spending more.

The Unfortunate Reality: Rise in Phone Prices

With fewer flagship phones priced between $800 and $1,000, Apple has successfully diminished the mid-tier options available. Want a large, fully-featured phone? Prepare to pay $1,200 or settle for a compromise. It seems clear that this is Apple’s deliberate strategy.