Every September, Apple announces its latest round of aluminum-and-glass temptation. Millions of people worldwide suddenly discover that their one-year-old phone has become completely obsolete.
Enter the iPhone 17 and all its variations along with the Apple Watch Ultra 3 — devices designed for professionals, creators, fitness junkies and, of course, the die-hard fans who upgrade more often than they ch5nge the batteries in their TV remote.
For executives and high-flyers, the iPhone isn’t just a phone. It’s a lifestyle accessory. The iPhone 17 is thinner and faster. Of course, it’s really shiny. My wife calls anything new and shiny “a sparkly.” I’m embarrassed to say, she’s a diehard Samsung fan and has the Galaxy 25 Ultra. Make no mistake; our marriage is in turmoil because of it.
This new Apple “must-have” is truly perfect for inconspicuously sliding onto the conference table so everyone knows who’s running this darn meeting! Pair it with the Apple Watch Ultra 3 and you’re basically saying, “I’m too busy closing deals to carry around anything less than the best.”
Sure, last year’s phone still works just fine. I mean is there really a measurable difference? It doesn’t matter! Just imagine trying to close a big deal while holding an iPhone 16. How embarrassing!
The Apple Watch Ultra 3 is marketed to ultra-athletes, mountain climbers, and marathon runners. In reality, it will mostly be used to count steps from the recliner to the fridge. Still, the new health sensors and longer battery life give fitness lovers the peace of mind that, should they ever accidentally wander into the wilderness, their watch can track every heroic calorie burned. Ok – it does actually have satellite calling capabilities! I’d be more impressed if got satellite TV.
Meanwhile, the iPhone 17’s camera upgrade means gym selfies will be in 48MP clarity — because if your biceps look good in portrait mode, they must be growing.
Look, some folks don’t need a reason. They had the iPhone 17 in their cart before Tim Cook finished saying, “Good morning!” For them, specs are just trivia they’ll recite later to friends who didn’t upgrade. “Oh you still have the iPhone 16. Hmm Sorry.”
They’ll smugly explain the 120Hz refresh rate at brunch, as if anyone else can see the difference between 60Hz and 120Hz while scrolling through Chihuahua puppy photos. But hey — owning the newest iPhone is their love language.
Influencers and content creators will buy the iPhone 17 because it’s basically their office. Better cameras, faster processors, and smoother uploads mean more TikToks, more reels, more likes. The 24MP selfie cam? That’s not vanity — that’s tax deductible.
The Apple Watch Ultra 3 adds another layer of brand polish: “Look, followers, I care about health and aesthetics.” It’s wearable “wellness marketing”.
Finally, there are the ecosystem devotees — the ones who already own the MacBook, iPad, AirPods, HomePod, and probably named their dog “Siri.” For them, not upgrading would feel like betrayal.
These are the legendary annual upgraders. Their iPhone 16 hasn’t even had time to lose battery capacity, yet they’re already planning its retirement. They don’t ask, “Do I need it?” They ask, “What color should I get this year?” Owning the newest iPhone isn’t a purchase — it’s a sacred ritual, like carving a turkey on Thanksgiving or complaining about airline Wi-Fi.
The iPhone 17 and Apple Watch Ultra 3 aren’t just gadgets; they’re lifestyle markers. For professionals, it’s productivity. For athletes, it’s performance. Creators value it for content. And for the yearly upgrader, think Fiddler on the Roof. It’s tradition.
Because at the end of the day, Apple doesn’t just sell phones and watches — it sells the feeling that last year’s model was embarrassingly inadequate. And for millions of people, that’s worth at least $1,199 (plus tax and Apple Care.)
Oh – and just for the record. I am one of the annual upgraders. I picked up my iPhone 17 Pro Max at the Apple Store on release day last week. Yeah – I’m not really sure why and frankly, I don’t care. I just wanted it. I have to admit though, my wife is probably right, I’m an idiot.
Bob Lawrence writes weekly columns on radio leadership and business. He most recently served as market manager for MacDonald Broadcasting in Saginaw, Michigan. Throughout his career, Bob has held virtually every position in the business over his 40+ year career, from being on-air in Philadelphia, San Diego, and San Francisco to programming legendary stations including KHTR St. Louis, KITS Hot Hits and KIOI (K101) San Francisco to serving as the head of all programming for Saga Communications and working for the Radio Advertising Bureau. Before landing his current role, Bob helped lead Seven Mountains Media’s cluster in Parkersburg, WV/Marietta, OH. He can be reached by email at BGLawrence@me.com.
Bob also honed his research skills over ten years as Senior VP of Operations at Broadcast Architecture, eventually launching his own research company and serving as President/CEO of Pinnacle Media Worldwide for 15 years. Bob spent five years as VP of Programming for Saga Communications before joining New South Radio in Jackson, Mississippi as GM/Market Manager. Prior to joining Seven Mountains Media, Bob served as General Manager for the Radio Advertising Bureau, overseeing its “National Radio Talent System”.
