for how Apple will position and differentiate their products during launch events. In my role I'm often launching products/services that are essentially "good, better, best" but you never want to position them in that type of way...the goal is that your customers see a specific "level" as right for them and now that one is "less than" the other. Sometimes Apple is really good at that, and sometimes not so much.

I also watch for how they price products. They were a bit sneaky on the 15 Pro Max this year...all new phones are at the same price point as last year, with the exception of the Pro Max which used to start at 1099. The 15 Pro Max starts at 1199, but they presented it as "the same price as last year's 256GB Pro Max"...