In 2020 the iPhone 12 series launched later than expected – while September smartphone launches had been the norm for Apple, the iPhone 12 arrived in October. However, while the delay was in large part due to circumstances beyond Apple’s control, it appears to have worked well for the brand – and it’s something Apple could seek to repeat with this year’s iPhone 13.

According to analyst firm Counterpoint Research, “the decision to delay the launch of the iPhone 12 appears to have paid off”, in two respects.



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