I bought a Samsung S20 in 2020 and it came with 128GB base storage, while the iPhone 12 released the same year only offered 64GB in its base variant. Disappointingly, it’s now 2024 and Apple still provides a mere 128GB storage for the entry-level iPhone 15. While this may suffice for some users, things take a concerning turn when Apple’s ad campaign boldly markets this 128GB capacity as “lots of storage” for the iPhone 15.
Compounding this issue, Apple recently released a YouTube advertisement titled “iPhone 15 storage,“ proudly flaunting the device’s 128GB capacity. The ad depicts a user struggling to delete photos to free up space, set to the melancholic tune of “Don’t Let Me Go” by Terrace Martin. It concludes with the tagline “Lots of storage for lots of photos,” and the reassuring phrase “Relax, it’s iPhone 15.”
This advertisement seems like a self-inflicted wound from Apple’s marketing team, inviting further criticism of the stagnant base storage option, which hasn’t been updated since the iPhone 13. Alternatively, it could be a sign that Apple is out of touch with consumer storage needs in 2024.
When you consider that a single photo taken with the iPhone 15’s 48MP camera in 1x focal length and JPEG Max format can be around 7.5MB, and a 20-second 4K video can reach 126MB, Apple’s claim of “lots of storage” for 128GB seems questionable. From personal experience, 4K 60fps videos and high-resolution photos can rapidly consume storage on the base iPhone variant.
Compounding the issue, system data on iPhones typically occupies around 4GB, and each iOS update further reduces available space. This cost-cutting measure from Apple becomes increasingly noticeable as storage fills up, forcing users to consider deleting apps or photos.
The crux of the matter isn’t just the paltry 128GB base storage in 2024, but rather Apple’s reluctance to justify the premium pricing of its iPhones by increasing the base storage capacity over time. Many would argue that with the introduction of the 48MP camera, Apple should have raised the base storage to 256GB to accommodate the larger file sizes.
While flash storage costs have decreased, Apple seems unwilling to sacrifice a portion of its margins to offer specifications commensurate with the prices it commands.
Do you believe the 128GB storage on the iPhone 15 truly constitutes “lots of storage,” or are you not a part of Apple’s marketing team?
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