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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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Nvidia CEO says robotics is chipmaker’s biggest opportunity after AI

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Nvidia CEO says robotics is chipmaker's biggest opportunity after AI

Jensen Huang, CEO of Nvidia, is seen on stage next to a small robot during the Viva Technology conference dedicated to innovation and startups at Porte de Versailles exhibition center in Paris, France, June 11, 2025.

Gonzalo Fuentes | Reuters

Nvidia CEO Jensen Huang said that, other than artificial intelligence, robotics represents the chipmaker’s biggest market for potential growth, and that self-driving cars would be the first major commercial application for the technology.

“We have many growth opportunities across our company, with AI and robotics the two largest, representing a multitrillion-dollar growth opportunity,” Huang said on Wednesday, at Nvidia’s annual shareholders meeting, in response to a question from an attendee.

A little over a year ago, Nvidia changed the way it reported its business units to group both its automotive and robotics divisions into the same line item. In May, Nvidia said that the business unit had $567 million in quarterly sales, or about 1% of the company’s total revenue. Automotive and robotics was up 72% on an annual basis.

Nvidia’s sales have been surging over the past three years due to unyielding demand for the company’s data center graphics processing units (GPUs), which are used to build and operate sophisticated AI applications like OpenAI’s ChatGPT. Total sales have soared from about $27 billion in its fiscal 2023 to $130.5 billion last year, and analysts are expecting nearly $200 billion in sales this year, according to LSEG.

The stock climbed to a record on Wednesday, lifting Nvidia’s market cap to $3.75 trillion, putting it just ahead of Microsoft as the most valuable company in the world.

While robotics remains relatively small for Nvidia at the moment, Huang said that applications will require the company’s data center AI chips to train the software as well as other chips installed in self-driving cars and robots.

Huang highlighted Nvidia’s Thrive platform of chips, and software for self-driving cars, which Mercedes-Benz is using. He also said that the company recently released AI models for humanoid robots called Cosmos.

“We’re working towards a day where there will be billions of robots, hundreds of millions of autonomous vehicles, and hundreds of thousands of robotic factories that can be powered by Nvidia technology,” Huang said.

Nvidia has increasingly been offering more complementary technology alongside its AI chips, including software, a cloud service, and networking chips to tie AI accelerators together. Huang said Nvidia’s brand is evolving, and that it’s better described as an “AI infrastructure” or “computing platform” provider.

“We stopped thinking of ourselves as a chip company long ago,” Huang said.

At the annual meeting, shareholders approved the company’s executive compensation plan and reelected all 13 board members. Outside shareholder proposals to produce a more detailed diversity report and change shareholder meeting procedure did not pass.

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Blockchain-driven platform to mimic stock trading, allowing users to buy shares of SpaceX, other hot private companies

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Blockchain-driven platform to mimic stock trading, allowing users to buy shares of SpaceX, other hot private companies

Artistgndphotography | E+ | Getty Images

Republic, a New York-based investment startup, is offering users exposure to SpaceX by issuing a “tokenized” representation of its shares.

The company will begin selling the digital tokens this week and eventually plans to expand the offering to other private companies like artificial intelligence darlings OpenAI and Anthropic, as well as Stripe, X, Waymo, Epic Games and more. The Wall Street Journal first reported the story Wednesday.

“We’re talking about delivering products to retail investors that they’ve have been held out of previously,” Republic co-CEO Andrew Durgee told CNBC. “The fact that retail investors couldn’t own pre-IPO SpaceX has always been crazy to us. Now that’s going to be attached to the upside of these pre-IPO businesses. The businesses that we target out of the gate we want to have a retail focus, or at least significant retail following.”

In the crypto world, tokenization is the process of issuing digital representations on a blockchain network of publicly traded securities, real world assets or any other form of value. Holders of tokenized assets don’t have outright ownership of the assets themselves.

The move comes as the U.S. crypto industry is testing new regulatory boundaries under President Donald Trump’s pro-crypto administration. Since he took office, the Securities and Exchange Commission has moved swiftly to loosen the restraints left on the crypto industry by the previous administration, ending an enforcement case against Coinbase; closing investigations into Robinhood Crypto, Uniswap, Gemini and Consensys without enforcement action; scaling back its crypto enforcement unit; declaring meme coins are not securities and launching a Crypto Task Force that’s been holding a series of roundtables on crypto asset regulation.

“If you take a step back and look at what the last four to eight years looked like in the space, innovation was very stifled,” Durgee said. “The reality is the space was just difficult for most to understand and consume. Now we’ve gotten to a point where it’s certainly become more mainstay.”

“We’ve moved from what was ultimately … nothing but headwinds,” he added. “And now we’re finally in a place industrywide, where we actually have tailwinds and we have some room to really innovate.”

Republic will allow investors to invest between $50 and $5,000 in the tokens. Typically, those wanting to invest in private companies are required to meet a minimum closer to $10,000 and need to meet specific income or net-worth requirements. Shares of private company can be exchanged by accredited investors in secondary markets; Republic will initially price SpaceX tokens based on how the company’s shares are performing there.

Tokenized private equity is new territory for regulators and the underlying companies being digitally represented. There are outstanding questions about the legality of the tokens, how Republic will give financial information to investors as required, and how selling private investments to retail investors could provoke stress in the financial markets.

“We don’t need a company’s approval to be able to do these types of offerings, and I do think there will be some companies that will want more control over something like that,” Durgee said. “The reality is the structure that we’re using, which was built on securities law from the 1930s, in a lot of instances allows us the leeway to give these types of offerings. People are going to really have to start to question how they’re going to approach some of these innovations, and how far they will want to push that risk envelope.”

People walk by the NYSE in New York City.

Why big banks like JPMorgan and Citi want to put Wall Street on a blockchain

Financial institutions are becoming increasingly interested in tokenizing traditional assets because of the often-touted benefits of blockchain technology: lower costs, faster settlement times, greater transparency about ownership and performance and programmable terms, as well as increased accessibility for retail investors and global reach.

The announcement comes about a week after Coinbase said it’s pushing for SEC approval to offer trading of tokenized public stocks, which would give the crypto services provider an additional revenue stream and put it in closer competition with brokerages like Robinhood and eToro.

Competing crypto exchange Kraken recently said it’ll offer tokens of U.S. stocks for 24/7 trading in unspecified markets abroad.

BlackRock CEO Larry Fink has said he sees the “tokenization of every financial asset” as an important step in “the technological revolution in the financial markets.”

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Drone maker AeroVironment shares pop 24% on earnings beat

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Drone maker AeroVironment shares pop 24% on earnings beat

An unmanned aerial vehicle (UAV) at the AeroVironment Inc. booth during the Special Operations Forces Industry Conference (SOFIC) in Tampa, Florida, US, on Tuesday, May 17, 2022.

Luke Sharrett | Bloomberg | Getty Images

AeroVironment stock rocketed more than 24% higher Wednesday as the drone maker beat fourth quarter expectations on the top and bottom lines.

Here’s how the company did compared to analyst expectations:

  • Earnings: $1.61 per share adjusted vs $1.39 per share expected
  • Revenue: $275 million vs $242 million expected

The company reported financial results after market close Tuesday and logged record fiscal year revenue of $820.6 million, up 14% over the prior period.

AeroVironment reported net income of $16.66 million for the fourth quarter, or 59 cents per share, compared to net income of $6.05 million, or 22 cents per share, last year.

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The company closed the $4.1 billion acquisition of defense tech company BlueHalo on May 1. BlueHalo makes drone and defense technology such as laser weapon systems, with a focus on space tech.

“Our acquisition of BlueHalo further advances our leadership position within the defense-technology sector by adding a complementary portfolio of innovative products and capabilities aligned to our customers’ highest priorities,” AeroVironment CEO Wahid Nawabi said in a statement.

For the new fiscal year, the company said it expects revenues to range between $1.9 billion and $2 billion. The company forecast earnings between $2.80 and $3.00 per share.

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