iPhone Time Again - Asking Users What They Want...

It's always made me smile around this time of year when a new iPhone is released. Each year, there are always so many people complaining that they are disappointed by 'changes' in this year's iPhone. So, if you haven't upgraded for several years:

• The phone will be about a third faster, while the battery life is significantly improved (not an easy balance for sure)

• The screen is significantly better, and the Pro model has smoother scrolling

• It has faster + more efficient 5G (even better tech than last year's), oh, and the wifi is much faster (with the right router)

• And my favorite, the cameras have (yet again) impressive improvements

There are many more I could list, and that's just the hardware.

So, the fascinating aspect from a product psychology perspective is that when the same disappointed people are asked what they actually wanted to see in this year's iPhone, they usually don't have a good answer. They just wanted to be 'amazed' somehow, I guess. They often just wanted it to look different (which, let's be honest, is getting more challenging when it's basically now a single piece of glass).

Humans are fascinatingly emotional for sure - I've always loved JFK's quote, "too often we...enjoy the comfort of opinion without the discomfort of thought".

It's so true for products also...