Around the back of the iPhone 14 Pro is a new 48MP main camera, the biggest ever on an iPhone and a big upgrade over the 12MP shooter on the standard 14. It will still take 12MP shots by default but with more light and clarity, plus it can take full 48MP shots in ProRAW for professional use. It can also crop on the fly to offer four native zoom modes — .5x, 1x, 2x and 3x — from its three lenses, with an overall optical zoom range of 6x, which is three times that of the standard iPhone 14.

The result is that the iterative upgrades on the standard 14 will only be attractive to people who haven’t updated their phones in a while (and they also have the option of similar older phones for less), while the Pro models are a clear and distinct higher tier designed to instil some good old FOMO. Notably, Apple does not sell Pro models of older phones; you need to get the new stuff.

It’s a technique Apple is also applying to its earbuds and watches. The $399 AirPods Pro announced on Thursday replace the existing Pro and offer many desirable features not present on the less expensive models; noise-cancelling, transparency, better audio quality and a case you can ping from your phone if you lose it. The $219 model with the old stem design and the nicer $279 model look basic by comparison.

And for Watch, Apple is adding a few features that outdoorsy types have wanted for ages, but only on the new $1300 Ultra model.

It has a bigger screen surrounded by a bulkier and stronger case, more shatterproof glass and a display twice as bright. It has the water resistance, certifications and gauges to take diving, a siren for if you get into trouble, more precise GPS and an extra programmable button.

At least in this case the additions are clearly for a specific audience, and most people will happily take the less rugged Watch Series 8 at $630. And the least expensive model, the new Watch SE at $400, has the same processor as the other new devices, just with a smaller screen, no always on display and fewer sensors.

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