The iPhone is as susceptible to this phenomenon as any device. Unveiled at last week’s “Glowtime” event in Cupertino, the iPhone 16 line current occupies a kind of liminal space. The devices’ headliner is the addition of Apple Intelligence, an in-house generative AI platform designed to enhance the iOS user experience.

While there’s no doubt that the pricier Pro models of the iPhone 16 series are better, with improved and larger displays, a third camera, that gorgeous titanium build and more, this year’s iPhone has a lot in common with the Pro. To the extent that for many people, the Pro adds bells and whistles they can manage without.

Apple Intelligence won't roll out until October but it'll still be a a big booster to iPhone 16 sales in the coming months, analysts say.