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A series of iPhone 16s on display inside the Apple store at Tun Razak Exchange in Kuala Lumpur, Malaysia, on Sept. 20, 2024.

Annice Lyn | Getty Images News | Getty Images

One of the first things Steve Jobs did when he returned to Apple in 1997 was simplify Apple’s product lineup. At the time that meant four computers: Two laptops and two desktops, each in a pro and consumer version. 

“If we had four great products, that’s all we need,” Jobs said at a product launch in 1998.

Three decades later, Apple’s product lineup is much broader. The company in 2024 launched four iPads, four MacBooks, two desktop Macs, one Vision Pro headset, two Apple Watch models and three kinds of AirPods. But when it comes to iPhones, four remains the magic number. 

That’s how many iPhones the company has released each year since 2020, and in September, it released the iPhone 16, the iPhone 16 Plus, the iPhone 16 Pro and the iPhone 16 Pro Max.

Apple introduced the four-phone lineup because historically the company’s iPhone sales have seen the strongest growth when it expanded the lineup. If Apple can show growth from the four new phones it releases each year without them cannibalizing one another, that gives the company its best chance to see iPhone sales grow meaningfully for the first time since 2022.

The company doesn’t give sales figures for its individual products, and overall iPhone sales for fiscal 2024 came in at $201.18 billion. That’s relatively flat going back to 2022. 

Unfortunately for Jobs’ company, not all of the iPhones are equally popular. 

Every year since 2020, one of the new iPhone models has lagged its siblings in sales. This year it’s the iPhone 16 Plus, which lands in the middle of the lineup. At $899 in the U.S., it’s more expensive than the baseline iPhone 16 but cheaper than the iPhone 16 Pro and Pro Max, which have better screens.

DSCC, a research firm focused on the smartphone display industry with estimates derived from the panel supply chain, has picked up on this trend. The shares of the Pro and Pro Max phones have been rising on an annual basis while the Plus model declined from about 21% of total Apple screen orders in 2022 to 10% in 2023, according to DSCC’s data for annual panel procurement through October. While it recovered somewhat to 16% this year, it’s still the lowest volume out of the company’s new iPhones, according to DSCC.

“They’re still really struggling with this fourth model,” DSCC founder Ross Young said.

Other data shows the Plus lagging, too. The iPhone 16 Plus accounted for 4% of overall iPhone sales in the U.S. in the third quarter while both the Pro and Pro Max each accounted for 6% of sales, according to survey findings by Consumer Intelligence Research Partners. The regular 16 accounted for 4%, too, although early cycle iPhone sales are heavily weighted toward early adopters and the Pro models, according to CIRP.

The metric only includes a few weeks of the latest model sales in the third quarter, but the 2024 findings are in line with last year’s, where the 15 Plus accounted for 3% of total sales about a month after launch.

Apple’s iPhone 15, iPhone 15 Pro and iPhone 15 Pro Max took the top three spots, respectively, in Counterpoint’s data for the best-selling individual smartphone models around the world in the third quarter of 2024. The Plus model didn’t make the top 10 list.

The Mini and Plus failures

Apple’s Series 16 iPhones are seen on display at the Apple Store, Regent Street on September 20, 2024 in London, England. 

Peter Nicholls | Getty Images News | Getty Images

When the iPhone was introduced in 2007 there was one new model per year. The lineup has expanded quite a bit since then, while Apple keeps older models on store shelves as budget options.

In 2014, Apple introduced the iPhone 6 Plus, the first time iPhone came in two sizes, which led to three straight quarters of growth of over 27% in 2015. After Apple released the iPhone X in 2017, raising the price of the highest-end phone and creating a three-model lineup, the company saw three straight quarters of growth of more than 15%.

After Apple moved to a four-phone lineup in 2020, growth surged, hitting 54% in one quarter, although that was partially boosted by the pandemic. But since then, iPhone sales have been basically flat.

When the company introduced the iPhone Mini in 2020, it was the lowest-cost new iPhone at the time, at $699. 

Apple kept the same strategy in place in 2021, hoping that the vocal minority of consumers that had previously demanded smaller phones would flock to the device. It didn’t work, and Apple no longer sells a device with a 5.4-inch screen.

By 2022, Apple shifted its approach and introduced the iPhone 14 Plus, which had the same chip and features as the company’s entry level iPhone 14 but a larger screen. That mirrored Apple’s successful strategy from 2014. Apple boosted its panel procurement for the iPhone 14 Plus up to 21% of the total screens it ordered that cycle, according to DSCC.

But the Plus strategy didn’t work as well as it had before. 

Is Air next?

The new iPhone 16 Pro model is available at an Apple store in Bangkok, Thailand, on September 20, 2024. Apple now makes available to consumers its new lineup of iPhone 16 models, which are the iPhone 16, Plus, Pro, and Pro Max. 

Anusak Laowilas | Nurphoto | Getty Images

Looking ahead, Apple is keeping its four iPhones strategy in place, but it may change the approach it takes to finding a successful fourth model for its 2025 lineup.

Instead of a fourth Mini model at the low end of the lineup or a Plus in the middle, Apple may introduce an Air model at the top of the lineup. An Air offering could be distinguished by a lighter-weight device and a higher starting price, according to an August report by Bloomberg News.

Despite giving it a higher price tag, Apple may have to make a trade-off on the Air device by limiting it to one camera, due to the lighter weight and a slimmer design. Apple’s current high-end phones, the Pro and Pro Max, have three big cameras that add photographic capabilities but also add weight. DSCC’s Young said he expects the screen size of the Air to come in at 6.55 inches, between this year’s Pro and Pro Max sizes.

A new high-end phone could make sense for Apple. In recent years, the Max models have outperformed the lower-end models in sales, suggesting there is stronger demand for more powerful and feature-packed phones at the top of Apple’s lineup than there is for lower-cost models.

In October, Apple signaled that the company had enough stock of the iPhone 16 and iPhone 16 Plus to meet demand but that the more expensive Pro and Pro Max were still in short supply.

Outside the U.S., Apple’s more expensive models have shown more growth in recent years. In the first three weeks of iPhone 16 sales in China, the 16 Pro and Pro Max models were up 44% compared with last year’s high-end models.

Model preferences also vary across regions, Counterpoint analyst Varun Mishra told CNBC.

“In China, the Pro series is performing well, as consumers there tend to favour the Pro models,” Mishra said in an email. “In India, the Pro series is strong, partly due to a lower launch price compared to last year, thanks to local manufacturing.”

Apple has previously released thinner, lighter models of its existing products in order to raise prices and push the limits of its engineering. In 2008, Apple introduced the MacBook Air, which it marketed by saying that it was thin enough to fit in an envelope. At first, it was more expensive than Apple’s other Macs, starting at $1,799, but over the years, MacBook Air has become Apple’s entry-level laptop.

In 2013, the company did the same thing with its iPad, introducing an iPad Air, with a thinner design, although it was Apple’s flagship new iPad model released that year. Apple now uses the iPad Air as the middle option in its iPad lineup.

For Apple, a shift from Plus to Air could mean more iPhone sales, especially if the new model is priced higher than the other iPhones, which could help Apple expand its margin and continue the recent trend of a higher average iPhone selling price. It could also help focus Apple’s early adopters and fans on one single high-end iPhone model.

“Next year they’re going to try something different,” Young said.

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Tesla must pay portion of $329 million in damages after fatal Autopilot crash, jury says

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Tesla must pay portion of 9 million in damages after fatal Autopilot crash, jury says

A jury in Miami has determined that Tesla should be held partly liable for a fatal 2019 Autopilot crash, and must compensate the family of the deceased and an injured survivor a portion of $329 million in damages.

Tesla’s payout is based on $129 million in compensatory damages, and $200 million in punitive damages against the company.

The jury determined Tesla should be held 33% responsible for the fatal crash. That means the automaker would be responsible for about $42.5 million in compensatory damages. In cases like these, punitive damages are typically capped at three times compensatory damages.

The plaintiffs’ attorneys told CNBC on Friday that because punitive damages were only assessed against Tesla, they expect the automaker to pay the full $200 million, bringing total payments to around $242.5 million.

Tesla said it plans to appeal the decision.

Attorneys for the plaintiffs had asked the jury to award damages based on $345 million in total damages. The trial in the Southern District of Florida started on July 14.

The suit centered around who shouldered the blame for the deadly crash in Key Largo, Florida. A Tesla owner named George McGee was driving his Model S electric sedan while using the company’s Enhanced Autopilot, a partially automated driving system.

While driving, McGee dropped his mobile phone that he was using and scrambled to pick it up. He said during the trial that he believed Enhanced Autopilot would brake if an obstacle was in the way. His Model S accelerated through an intersection at just over 60 miles per hour, hitting a nearby empty parked car and its owners, who were standing on the other side of their vehicle.

Naibel Benavides, who was 22, died on the scene from injuries sustained in the crash. Her body was discovered about 75 feet away from the point of impact. Her boyfriend, Dillon Angulo, survived but suffered multiple broken bones, a traumatic brain injury and psychological effects.

“Tesla designed Autopilot only for controlled access highways yet deliberately chose not to restrict drivers from using it elsewhere, alongside Elon Musk telling the world Autopilot drove better than humans,” Brett Schreiber, counsel for the plaintiffs, said in an e-mailed statement on Friday. “Tesla’s lies turned our roads into test tracks for their fundamentally flawed technology, putting everyday Americans like Naibel Benavides and Dillon Angulo in harm’s way.”

Following the verdict, the plaintiffs’ families hugged each other and their lawyers, and Angulo was “visibly emotional” as he embraced his mother, according to NBC.

Here is Tesla’s response to CNBC:

“Today’s verdict is wrong and only works to set back automotive safety and jeopardize Tesla’s and the entire industry’s efforts to develop and implement life-saving technology. We plan to appeal given the substantial errors of law and irregularities at trial.

Even though this jury found that the driver was overwhelmingly responsible for this tragic accident in 2019, the evidence has always shown that this driver was solely at fault because he was speeding, with his foot on the accelerator – which overrode Autopilot – as he rummaged for his dropped phone without his eyes on the road. To be clear, no car in 2019, and none today, would have prevented this crash.

This was never about Autopilot; it was a fiction concocted by plaintiffs’ lawyers blaming the car when the driver – from day one – admitted and accepted responsibility.”

The verdict comes as Musk, Tesla’s CEO, is trying to persuade investors that his company can pivot into a leader in autonomous vehicles, and that its self-driving systems are safe enough to operate fleets of robotaxis on public roads in the U.S.

Tesla shares dipped 1.8% on Friday and are now down 25% for the year, the biggest drop among tech’s megacap companies.

The verdict could set a precedent for Autopilot-related suits against Tesla. About a dozen active cases are underway focused on similar claims involving incidents where Autopilot or Tesla’s FSD— Full Self-Driving (Supervised) — had been in use just before a fatal or injurious crash.

The National Highway Traffic Safety Administration initiated a probe in 2021 into possible safety defects in Tesla’s Autopilot systems. During the course of that investigation, Tesla made changes, including a number of over-the-air software updates.

The agency then opened a second probe, which is ongoing, evaluating whether Tesla’s “recall remedy” to resolve issues with the behavior of its Autopilot, especially around stationary first responder vehicles, had been effective.

The NHTSA has also warned Tesla that its social media posts may mislead drivers into thinking its cars are capable of functioning as robotaxis, even though owners manuals say the cars require hands-on steering and a driver attentive to steering and braking at all times.

A site that tracks Tesla-involved collisions, TeslaDeaths.com, has reported at least 58 deaths resulting from incidents where Tesla drivers had Autopilot engaged just before impact.

Read the jury’s verdict below.

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Crypto wobbles into August as Trump’s new tariffs trigger risk-off sentiment

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Crypto wobbles into August as Trump's new tariffs trigger risk-off sentiment

A screen showing the price of various cryptocurrencies against the US dollar displayed at a Crypto Panda cryptocurrency store in Hong Kong, China, on Monday, Feb. 3, 2025. 

Lam Yik | Bloomberg | Getty Images

The crypto market slid Friday after President Donald Trump unveiled his modified “reciprocal” tariffs on dozens of countries.

The price of bitcoin showed relative strength, hovering at the flat line while ether, XRP and Binance Coin fell 2% each. Overnight, bitcoin dropped to a low of $114,110.73.

The descent triggered a wave of long liquidations, which forces traders to sell their assets at market price to settle their debts, pushing prices lower. Bitcoin saw $172 million in liquidations across centralized exchanges in the past 24 hours, according to CoinGlass, and ether saw $210 million.

Crypto-linked stocks suffered deeper losses. Coinbase led the way, down 15% following its disappointing second-quarter earnings report. Circle fell 4%, Galaxy Digital lost 2%, and ether treasury company Bitmine Immersion was down 8%. Bitcoin proxy MicroStrategy was down by 5%.

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Bitcoin falls below $115,000

The stock moves came amid a new wave of risk off sentiment after President Trump issued new tariffs ranging between 10% and 41%, triggering worries about increasing inflation and the Federal Reserve’s ability to cut interest rates. In periods of broad based derisking, crypto tends to get hit as investors pull out of the most speculative and volatile assets. Technical resilience and institutional demand for bitcoin and ether are helping support their prices.

“After running red hot in July, this is a healthy strategic cooldown. Markets aren’t reacting to a crisis, they’re responding to the lack of one,” said Ben Kurland, CEO at crypto research platform DYOR. “With no new macro catalyst on the horizon, capital is rotating out of speculative assets and into safer ground … it’s a calculated pause.”

Crypto is coming off a winning month but could soon hit the brakes amid the new macro uncertainty, and in a month usually characterized by lower trading volumes and increased volatility. Bitcoin gained 8% in July, according to Coin Metrics, while ether surged more than 49%.

Ether ETFs saw more than $5 billion in inflows in July alone (with just a single day of outflows of $1.8 million on July 2), bringing it’s total cumulative inflows to $9.64 to date. Bitcoin ETFs saw $114 million in outflows in the final trading session of July, bringing its monthly inflows to about $6 billion out of a cumulative $55 billion.

Don’t miss these cryptocurrency insights from CNBC Pro:

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Google has dropped more than 50 DEI-related organizations from its funding list

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Google has dropped more than 50 DEI-related organizations from its funding list

Google CEO Sundar Pichai gestures to the crowd during Google’s annual I/O developers conference in Mountain View, California, on May 20, 2025.

David Paul Morris | Bloomberg | Getty Images

Google has purged more than 50 organizations related to diversity, equity and inclusion, or DEI, from a list of organizations that the tech company provides funding to, according to a new report.

The company has removed a total of 214 groups from its funding list while adding 101, according to a new report from tech watchdog organization The Tech Transparency Project. The watchdog group cites the most recent public list of organizations that receive the most substantial contributions from Google’s U.S. Government Affairs and Public Policy team.

The largest category of purged groups were DEI-related, with a total of 58 groups removed from Google’s funding list, TTP found. The dropped groups had mission statements that included the words “diversity, “equity,” “inclusion,” or “race,” “activism,” and “women.” Those are also terms the Trump administration officials have reportedly told federal agencies to limit or avoid.

In response to the report, Google spokesperson José Castañeda told CNBC that the list reflects contributions made in 2024 and that it does not reflect all contributions made by other teams within the company.

“We contribute to hundreds of groups from across the political spectrum that advocate for pro-innovation policies, and those groups change from year to year based on where our contributions will have the most impact,” Castañeda said in an email.

Organizations that were removed from Google’s list include the African American Community Service Agency, which seeks to “empower all Black and historically excluded communities”; the Latino Leadership Alliance, which is dedicated to “race equity affecting the Latino community”; and Enroot, which creates out-of-school experiences for immigrant kids. 

The organization funding purge is the latest to come as Google began backtracking some of its commitments to DEI over the last couple of years. That pull back came due to cost cutting to prioritize investments into artificial intelligence technology as well as the changing political and legal landscape amid increasing national anti-DEI policies.

Over the past decade, Silicon Valley and other industries used DEI programs to root out bias in hiring, promote fairness in the workplace and advance the careers of women and people of color — demographics that have historically been overlooked in the workplace.

However, the U.S. Supreme Court’s 2023 decision to end affirmative action at colleges led to additional backlash against DEI programs in conservative circles.

President Donald Trump signed an executive order upon taking office in January to end the government’s DEI programs and directed federal agencies to combat what the administration considers “illegal” private-sector DEI mandates, policies and programs. Shortly after, Google’s Chief People Officer Fiona Cicconi told employees that the company would end DEI-related hiring “aspirational goals” due to new federal requirements and Google’s categorization as a federal contractor.

Despite DEI becoming such a divisive term, many companies are continuing the work but using different language or rolling the efforts under less-charged terminology, like “learning” or “hiring.”

Even Google CEO Sundar Pichai maintained the importance diversity plays in its workforce at an all-hands meeting in March.

“We’re a global company, we have users around the world, and we think the best way to serve them well is by having a workforce that represents that diversity,” Pichai said at the time.

One of the groups dropped from Google’s contributions list is the National Network to End Domestic Violence, which provides training, assistance, and public awareness campaigns on the issue of violence against women, the TTP report found. The group had been on Google’s list of funded organizations for at least nine years and continues to name the company as one of its corporate partners.

Google said it still gave $75,000 to the National Network to End Domestic Violence in 2024 but did not say why the group was removed from the public contributions list.

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