Equinox's "Want it All" campaign taps into an emotional connection with consumers.
Equinox
Marketing has long struggled to establish an standard measurement for brand value.
Quantifying emotional impact in consumers using AI could be the next major marketing trend.
Companies like Equinox have started leveraging emotion in their campaigns.
The number one thing on the minds of CMOs in 2024 is proving measurable brand value.
There have been many ways of assessing brand value in the past including revenue, the value of future net earnings, and net promoter scores. But nothing has ever been precise enough to become a singular industry standard.
Net promoter score has come close, but having been invented over two decades ago, new times warrant additional methods of determining brand valuation. Gartner validated this shift in 2021 by predicting that NPS will be obsolete within 75% of organizations by 2025.
Recommending a brand is not a complex enough metric on its own to determine a brand's overall worth. Quantifiable brand trust and loyalty have been kicked around as more modernized ways to assess a brand's valuation, particularly as loyalty in particular dissipated during the COVID-19 pandemic, usurped by convenience. Meanwhile as the cost of acquisition continues to rise, retention is a new mandate.
Developing the means to quantify a brand's true value is the most important part of a marketing organization that needs to evolve.
Some new disruptive thinking on brand value deserves consideration — the power of emotion. While we all know a lot about how customers behave or act, we know little about how they feel.
The power of emotion — the Equinox example
Emotion is the new currency driving quantifiable brand growth. So, what is emotion exactly? It's often defined as instinctive or intuitive feeling as distinguished from reasoning or knowledge. Conventional wisdom holds that thought precedes emotion but in fact, science has consistently proven that emotion precedes thought.
Imagine if you could take this thinking even further to precisely score how trusting of and loyal your customers are to your brand to get to a precise total valuation, that is inarguable, no different than the accuracy of a stock's price. One can debate if a stock should trade higher or lower, but what it trades at on a given day based on how the markets are performing is an uncontested benchmark.
A great example of a company that reinvented largely around having a deeper emotional understanding of customer needs and loyalty is Equinox.
Equinox is built upon getting a consumer to subscribe to them holistically — to derive joy from the brand in some way every day versus just purchasing a membership. The brand has used a mix of innovation and unparalleled customer understanding to do so. As a result, it has become not just a stand-out in the luxury space, but among the most highly regarded brands related to emotional understanding, trust, and loyalty in the world.
"Equinox pioneered a membership model that is set up to drive loyalty and engagement," Julia Klim, Equinox's VP of strategic partnerships told me."This is done in two ways. A top-down approach enticing emotion via wholly aspirational campaigns."
Equinox's "Want It All" campaign exemplifies its emotional approach. "It sold the theme of desire as the engine that drives us all," Klim said.
"There was also a complementary bottom-down approach, via sophisticated customer segmentation, that allowed us to create a personalized and entirely intuitive customer experience once you join," Klim said. "Another great example of how this played out was using deeper emotional intelligence of customers to help reimagine our personal training offer earlier this year."
AI enables new tools, new ways to measure
AI-enabled tools can deliver actual quantifiable scores around brand trust and loyalty, if they are used in combination with data science and direct human input. This can be done by enriching datasets or creating emotional lookalikes that highlight the "why" that is missing from existing segmentation and most first-party data.
At Brandthro, we have created a Net Emotion Score tool using a proprietary AI and data science model to gauge how much brand love customers are feeling at any moment. This calculation is based off of emotional scores that tabulate brand trust and loyalty.
Look for emotion to emerge as one of the most vital currencies that can solve the most common CMO pain points: de-risking investment, doing more with less, elevating loyalty, lowering the cost of customer acquisition and generating quantifiable brand value.
The latest Social Security and Medicare Board of Trustees report found that the program will only be able to pay out full benefits for the next 11 years or so. That's later than the most recent estimates.
"There's a little bit more breathing room, but not enough to alter the conclusion, which is Congress must act," William Arnone, the CEO of the non-partisan National Academy of Social Insurance, told BI.
According to the report, the Old-Age and Survivors Insurance Trust Fund — one of the key funds comprising Social Security benefits — will be able to pay out full benefits through 2033. When taken together with Disability Insurance Fund, benefits will start becoming "depleted" in 2035 if Congress does not act.
That doesn't mean that Social Security benefits will completely dry up by 2035.Instead, the Trustees estimate that beginning that year, 83%of benefits will be available.
"This year's report is a measure of good news for the millions of Americans who depend on Social Security, including the roughly 50 percent of seniors for whom Social Security is the difference between poverty and living in dignity — any potential benefit reduction event has been pushed off from 2034 to 2035," Martin O'Malley, Commissioner of Social Security, said in a statement.
The report credited a strong economy for the extra time.
"More people are contributing to Social Security, thanks to strong economic policies that have yielded impressive wage growth, historic job creation, and a steady, low unemployment rate. So long as Americans across our country continue to work, Social Security can — and will — continue to pay benefits," he said.
Still, the uncertain fate of Social Security has worried many Americans, particularly the ones who are close to retirement, who fear changes to the program could put their financial security at risk. For example, one 63-year-old previously told BI that "everybody my age is a little worried right now" given the looming retirement crisis that Social Security won't solve.
"It's simple math," she said. "You're talking about retiring, needing about $4,000 a month, at least, just to cover expenses. Just Social Security isn't going to cover that."
There's a growing need for federal benefits to be bolstered. According to the Census Bureau's Population Survey, just over half of Americans over the age of 65 make $30,000 or less annually. Meanwhile, among the income that typical retirees do receive, just under 80% see income from Social Security.
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The latest estimates on Social Security also come as the US economy braces for a "peak boomer" wave of new retirees. The Alliance for Lifetime Income's Retirement Income Institute found that over 30 million boomers are set to start reaching the retirement age of 65 this year. That's the biggest group of boomers retiring yet, and, per that analysis, many will end up having to rely on Social Security benefits to stay afloat.
Meanwhile, lawmakers on both sides of the aisle have vowed to protect Social Security. While some Democrats have accused Republican lawmakers of jeopardizing the program through proposals to raise the age at which Americans can receive federal benefits, Republican leaders have been adamant that they are not pushing forth any proposals that would cut the program.
"We cannot be clearer: we WILL NOT adjust or delay retirement benefits for any senior in or near retirement," GOP Rep. Kevin Hern, head of the Republican Study Committee, wrote in the committee's budget proposal for 2025.
TikTok CEO Shou Chew and his wife Vivian Kao attended the 2022 Met Gala. This year's gala will be his first public appearance since the TikTok ban bill.
Dimitrios Kambouris / Getty
TikTok is sponsoring the Met Gala this year, and CEO Shou Chew is expected to be there.
The "ban or divest" law was just passed 2 weeks ago, and TikTok plans to fight it in court.
It will be interesting to see if Chew says anything about the bill.
Celebrities like Zendaya, Jennifer Lopez, Rihanna, and Doja Cat will attend the Met Gala on Monday night, and as a human who likes beautiful things, I am excited to see what glamorous outfits they'll be wearing
But I am more interested to see TikTok CEO Shou Chew — who hasn't done a public appearance or interview since the "TikTok ban" law was passed about two weeks ago.
TikTok has said that it will challenge this law in the courts, and it's likely that this could tie things up for some time. (So don't expect it to disappear from your phone anytime soon.)
It just so happens that TikTok is a main sponsor for this year's Met Gala, so that's why Chew is expected to be there. This won't be his first time at the gala — he attended in 2022. Other tech leaders have attended, too, like Jeff Bezos (who is expected to be there this year with his fiancée, Lauren Sanchez), Adam Mosseri, and Elon Musk.
The Met Gala is a beloved, fun event with a highbrow sheen. It can be a way for celebrities to forge a defining image. It's a perfect venue for the leader of a company being accused of being a national security risk to appear charming and dapper in a tux.
It will be interesting to see if the images of Chew from Monday's gala will affect the public's current understanding of him and TikTok.
The Met Gala isn't exactly a place where an embattled tech leader expects to get grilled, and it's unclear if Chew will be doing any red-carpet interviews that will go too far beyond who he's wearing. (According to The New York Times, he is expected to wear Ralph Lauren.)
Musk is consolidating power at Tesla as a vote over his $47 billion pay package looms.
One of Tesla's top executives has been reassigned to China in another sign that Elon Musk is tightening his grip on the electric carmaker.
Tom Zhu, who was previously in charge of Tesla's US plants and sales — effectively making him second in command to Elon Musk — has now been named VP of China, Electrek reports.
Prior to the move, Zhu had assumed more responsibilities at Tesla as Musk was increasingly occupied by X, according to Electrek.
Reuters reported last year that Zhu — who had formerly led the Gigafactory Shanghai manufacturing plant — had been promoted.
Now, Musk has resumed control of Tesla's North American sales operations, Electrek reports.
Tesla did not immediately respond to a request for comment from Business Insider.
A Delaware court overturned Musk's 2018 CEO performance award in January after a shareholder filed a lawsuit arguing it was excessive. Tesla's board is urging shareholders to reapprove the package in another vote.
Ahead of that vote, The Wall Street Journal reported last week that Musk has been making changes at the company — including a focus on AI technology and robotaxis — that would make him more indispensable to its future. Despite Tesla's rough earnings figures last quarter, the stock still shot up after Musk promised cheaper EVs and hinted at his robotaxi ambitions.
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College is expensive, but there are fortunately a number of streaming services that offer substantial student discounts that can help give your wallet a break. Students on a budget can take advantage of several deals from popular streaming services, including film, TV, and music offerings. If you plan out your spending and snag the right discounts, you can now enjoy several streaming services without breaking the bank.
To help you decide what to sign up for, we rounded up the best streaming service deals that are currently available for college students in the US. We've also compiled a list of popular streaming services that don't offer any sort of student discount so that you don't waste your time trying to find one.
Verification procedures vary from service to service, with most now using third-party verification platforms like SheerID to look into your student status. Be sure to check each platform's website for full details.
Amazon Prime
Amazon Prime Video is introducing ads to its content beginning in 2024, requiring users to pay an extra $2.99 per month to go ad-free.
Photo by Jonathan Raa/NurPhoto via Getty Images
Amazon offers a discounted plan for college students called Amazon Prime Student. The program includes a six-month free trial for new members and each month after the trial costs $7.49. An individual membership to Amazon Prime costs $14.99 a month, so by claiming the student membership, you get 50% off the standard price.
The student plan includes access to Prime Video where you can watch shows like "Fleabag," "Invincible," and "The Boys." Prime Video is also the home to several original films, like "Being the Ricardos" and "Air."
In addition to Prime Video, student members receive fast and free shipping on millions of eligible items, discounts on services like three months of Calm for free, and more exclusive deals that are further explained in our breakdown of Amazon Prime Student.
Hulu
Hulu has said that it will begin cracking down on password sharing on March 16
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Hulu offers their basic ad-supported plan to college students for $1.99/month until they graduate as a part of their Hulu Student Deal plan. The Hulu Basic Plan normally costs $7.99 a month, so the student discount saves you about 75%.
Hulu Basic offers access to Hulu's full catalog of movies and original series. Hulu also features a big selection of network shows, including popular series like "Grey's Anatomy," "The Bachelor," and "Bob's Burgers." You'll also be able to stream Emmy Award-winning Hulu originals, like "The Handmaid's Tale," "The Great," and "The Dropout."
Paramount+
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Similar to Hulu, Paramount+ offers their ad-supported plan to college students at a discounted rate. You can claim a 25% discount on the Essential Plan, which brings the price down to around $4.50 a month. Unlike most streaming service deals, current college students can lock in this discount for four years, even if they graduate.
With Paramount_, you can watch CBS shows like "NCIS," "Criminal Minds," and "Ghosts," along with movies like "Mean Girls," "Top Gun: Maverick," and "Mission: Impossible – Dead Reckoning." This is also the streaming service where you'll find all of the "Yellowstone" prequels. The service features content from Paramount, CBS, Nickelodeon, Comedy Central, MTV, BET, and The Smithsonian Channel.
The platform also includes original series like "The Good Fight" and "Star Trek: Discovery." Take a look at our full guide to original shows and movies on Paramount+ for more information about current and upcoming titles.
Peacock
Peacock
Peacock now has a student deal that reducess the monthly cost by about two-thirds of what it normally would be. The Peacock Student Discount goes for $1.99 per month, as opposed to the standard monthly rate of $5.99. Students who continue to meet verification standards can renew their discount every year.
A Peacock account comes with access to several beloved sitcoms, including "The Office," "Parks and Recreation," and "30 Rock." The streaming service also has a variety of original TV shows, like "Poker Face" and "Apples Never Fall," as well as several top-rated films, including all eight "Harry Potter" movies. Peacock is also where you'll find this year's Academy Award for Best Picture winner, "Oppenheimer."
Apple
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Apple's student streaming plan combines subscriptions to Apple Music and Apple TV+ for just $5.99 per month. With Apple Music at a regular monthly rate of $10.99 and Apple TV+ at a rate of $9.99, this student deal is more than 70% off in total.
College students are eligible for this discount for up to four years as long as they remain enrolled in school.
With Apple TV+ you can stream original series like "Ted Lasso," "For All Mankind," and "The Morning Show." Apple Music allows you to stream over 75 million songs from your favorite artists without any interruptions from ads. You can also download music to supported devices for offline listening.
Spotify
Jonathan Raa/NurPhoto via Getty Images
Spotify is another company offering an exclusive deal for college students that combines music with streaming services. You can get Spotify Premium Student for $5.99 a month after a one-month free trial. The discount also comes with Hulu's ad-supported plan thrown in, so it's a great deal.
The student plan is $5 cheaper than the individual Spotify Premium plan which costs $10.99 a month. To retain access to Spotify Premium at this discounted rate, students must verify they are still enrolled in college every 12 months. The Spotify Premium Student bundle is valid for a maximum of four years and you're only eligible for it if you haven't tried Premium before.
YouTube Premium
YouTube wants to create AI-generated music.
Getty Images
YouTube Premium offers $6 off their individual plan to students, along with a one-month free trial for new customers.
This streaming service doesn't offer many original movies or shows, but for a discounted rate of $7.99 a month you can watch YouTube without ads, keep videos running in the background, and use the YouTube Music Premium app. The regular individual YouTube Premium rate is $13.99, so this isn't a bad deal.
Annual verifications are required to keep the student discount.
Streaming services without student deals
Though student discounts have become common, there are a few streaming services that don't currently offer any student deals. The following services don't have any active student discount offers:
It's worth noting that Discovery+ only got rid of their student discount in June of 2023, but subscribed students were allowed to keep the discount for the remainder of their verified year. So, if you've recently started getting charged $4.99 per month, it's because your year was up.
Amazon offers a discounted plan for college students called Amazon Prime Student. The program includes a six-month free trial for new members and each month after the trial costs $6.49. An individual membership to Amazon Prime costs $13 a month, so by claiming the student membership, you get 50% off the standard price.
The student plan includes access to Prime Video where you can watch exclusive movies like "The Tomorrow War" and critically acclaimed series like "Fleabag."
In addition to Prime Video, student members receive fast and free shipping on millions of eligible items, deep discounts on services like Amazon Music Unlimited ($1/month instead of $8/month), and more exclusive deals that are further explained in our breakdown of Amazon Prime Student.
Prime Student members can also pay a discounted $1/month rate (for up to 12 months) to add select Prime Video channels, like Showtime, Epix, and Shudder.
The discounted Amazon Prime rate for students is valid until graduation, for a maximum length of four years.
Hulu Basic offers access to Hulu's full catalog of movies and original series. Hulu also features a big selection of network shows, including popular series like "Atlanta," "The Bachelor," and "Bob's Burgers."
Similar to Hulu, Paramount Plus offers their ad-supported plan to college students at a discounted rate. You can claim a 25% discount on the Essential Plan, which brings the price down to around $3.74 a month. Unlike most streaming service deals, current college students can lock in this discount for four years, even if they graduate.
With Paramount Plus, you can watch shows like "RuPaul's Drag Race," and "Love Island," along with movies like "The Ring," "Minority Report," and the "Indiana Jones" series. The service features content from Paramount, CBS, Nickelodeon, Comedy Central, MTV, BET, and The Smithsonian Channel.
For students enrolled in college, Discovery Plus offers $2 off their ad-supported plan, bringing the price down to just $3 a month.
While the service doesn't have many scripted offerings, viewers who enjoy cooking shows and reality TV will find numerous options, including "Anthony Bourdain's No Reservations," "Man v. Food," "Diners, Drive-Ins and Dives," "Sister Wives," and "90 Day Fiancé."
Though Apple TV Plus doesn't offer a specific student plan, Apple Music does and, for a limited time, this discounted plan includes Apple TV Plus for free.
The Apple Music Student Plan costs $5 a month. That's $5 off the regular Apple Music price and the same cost of Apple TV Plus on its own. College students are eligible for this discount for up to four years as long as they remain enrolled in school.
With Apple TV Plus you can stream original series like "Ted Lasso," "Dickinson," and "The Morning Show." Apple Music allows you to stream over 75 million songs from your favorite artists without any interruptions from ads. You can also download music to supported devices for offline listening.
Spotify Premium with Hulu and Showtime
Spotify
Spotify is another company offering an exclusive deal for college students that combines music with streaming services. You can get Spotify Premium Student for $5 a month after a one-month free trial and, in addition to music, subscribers receive Showtime and ad-supported Hulu for free.
The student plan is $5 cheaper than the individual Spotify Premium plan which costs $10 a month. To retain access to Spotify Premium, ad-supported Hulu, and Showtime at this discounted rate, students must verify they are still enrolled in college every 12 months. The Spotify Premium Student bundle is valid for a maximum of four years.
YouTube Premium
YouTube
YouTube Premium offers $5 off their individual plan to students, along with a one-month free trial for new customers.
This streaming service doesn't offer many original movies or shows, but for a discounted rate of $7 a month you can watch YouTube without ads, keep videos running in the background, and use the YouTube Music Premium app.
Annual verifications are required to keep the student discount.
Streaming services without student deals
damircudic/Getty Images
Though student discounts have become common, there are a few streaming services that don't currently offer any student deals. The following services don't have any active student discount offers:
In addition, even though there are multiple offers you can claim for live TV services like Sling TV, none of the deals we found are exclusive to college students.
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With eight current iPhone models to choose from, we break down the best iPhone for your needs and budget after months of long-term testing.
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It's strange to think Apple started with a single iPhone model back in 2007 when the company has eight to pick from in 2024. For some, having so many iPhones available complicates choosing the best iPhone. On the other hand, it also means you can find the one that's right for you.
Whether your decision-making is based on performance, features, display size, or price, our buying guide can help you home-in on the best iPhone. Collectively, our tech reviewers have tested and reviewed iPhones since the first device, so our picks can assure you. Many of our tech reviewers also use iPhones daily as personal devices, and we can confidently comment on their long-term use and identify shortcomings.
After extensive usage and testing, we determined that the iPhone 15 is the best iPhone for most people. It has the fewest compromises for the best value. For those on a budget, we recommend the iPhone 13 for its overall similarities to the iPhone 15 for a lower price.
The iPhone 15 is the best option for most people. Besides being one of the latest models you can buy, it's a big update over the iPhone 14 in features and performance. It uses the A16 Bionic chipset and Dynamic Island feature, which were introduced in the iPhone 14 Pro.
Performance has gone up, which couldn't be said for the iPhone 14 since that model repurposed the same A15 Bionic chipset used in the iPhone 13. In our benchmark tests, the iPhone 15 showed a notable uptick from its predecessor, while the iPhone 14 and 13 yielded similar results. In day-to-day use, you won't notice a huge performance difference right now, but that gap will widen as apps and iOS updates become more advanced over the years. With that said, the A16 is technically an older processor.
Apple updated the iPhone 15 with features trickled down from the iPhone 14 Pro, like the A16 processor and Dynamic Island. The back glass uses a novel process to create a softer color.
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Battery life is roughly on par with the iPhone 14 and the iPhone 15 Pro. Depending on your usage, your mileage will vary, but it's likely you will need to charge the iPhone 15 each night. Only the iPhone 15 Plus and iPhone 15 Pro Max lasted longer due to their larger batteries.
One criticism of the iPhone 14 is that because it wasn't a big leap over the iPhone 13, both phones felt similar. While the iPhone 15 retains the same design, the user experience is now akin to the newer Pro models, thanks to the inclusion of Dynamic Island. Located at the top, where the front camera and Face ID sensor are, Dynamic Island is a novel way to interact with notifications, alerts, and app shortcuts. It's a clever way to display information without covering the entire screen.
Since Apple is moving away from the Lightning connector, the iPhone 15 uses USB-C for charging and data transfer; there's also MagSafe and wireless charging. The move standardizes the cables you'd need for electronics, but Lightning-based iPhone owners would need to buy new cables, chargers, and adapters.
However, unlike the USB-C ports in the iPhone 15 Pro models that support faster USB 3 transfer speeds, the iPhone 15's connector only handles USB 2, comparable to Lightning. Technologically, in this implementation, the iPhone 15's move to USB-C offers no advantage over Lightning. And unless you already own USB-C accessories, it will be more of an inconvenience for those who have been living in a Lightning-only world.
The iPhone 15's main camera also gets upgraded from 12 megapixels to 48 megapixels, similar to the iPhone 15 Pro. Optical zoom reaches farther, at 2x. Users can save photos in 24-megapixel high resolution, which allows for greater quality, particularly in low light. In Portrait mode, you have greater control over subject focus and depth of field, and Apple claims the detailing and coloring are stronger. The iPhone 15 even captures depth information in standard mode, so you can enable Portrait features afterward, like blurring.
In our opinion, the iPhone camera system has been stellar for several generations, and most users will find it difficult to see the differences when viewing on a small screen. Still, you're getting the second-best iPhone camera system (after the iPhone 15 Pro) available, which will more than satisfy most casual photographers and videographers for some time.
One new feature that didn't get trickled down from the Pro series is the always-on display. However, the screen's resolution and maximum peak brightness did get a boost.
The iPhone 15 marks Apple's most transformative change to its standard model since the iPhone 12. While it isn't revolutionary — we don't think iPhone 14 users need to trade in unless they want a slightly faster processor, Dynamic Island, USB-C, and enhanced camera — there are enough new things to make it a worthwhile upgrade.
The iPhone 13 stretches the definition of a "budget" option with its $599 starting price, especially when the iPhone SE (2022) is less expensive at $429. However, the iPhone 13 comes more highly recommended over the iPhone SE because the former offers a better value and experience in the long run.
The iPhone 13 could also be considered a cheaper version of the latest model, the iPhone 15, while the iPhone SE is the last of a dying breed of older iPhones and targets a niche preference for small phones.
The iPhone 13 is more expensive than the third-generation iPhone SE, but it offers a better experience and overall value.
Antonio Villas-Boas/Business Insider
In many ways, the iPhone 13 is similar to the iPhone 15. It has a 6.1-inch OLED display and many of Apple's modern features that aren't available on the iPhone SE, like Face ID, MagSafe wireless charging, mmWave 5G support (the super-fast 5G network), an ultrawide camera, Night Mode for low-light photography, and a better selfie camera.
While they're not the upgraded cameras on the iPhone 15, the iPhone 13 still takes beautiful photos that are hard to complain about.
The iPhone 13's performance isn't far behind the iPhone 15's, seeing as the former runs on Apple's A15 processor and the latter runs on the A16 processor. The iPhone 13 should still have plenty of life ahead of it despite being a couple of years older than the iPhone 15.
The iPhone SE (2022) also runs on the same A15 processor. Despite its low price, we hesitate to recommend the iPhone SE due to its small screen, antiquated design, short battery life, and lack of modern Apple features. The SE has limited appeal (our pick for the best small iPhone), but you should consider your needs besides price.
The iPhone 14 is a very good phone on its own, but the value isn't there for its $699 starting price. It runs on the same processor as the iPhone 13 and essentially offers an identical experience overall. The only reason you'd buy the iPhone 14 over the iPhone 13 is for Apple's Crash Detection and satellite-based Emergency SOS safety features.
However, based on Apple's product refresh cycle, the iPhone 14 will supersede the iPhone 13 as the budget option this fall, so you could hold off until around September to snag the more recent model at a lower price.
Best premium
The iPhone 15 Pro and iPhone 15 Pro Max are the only current options in the Pro series, so for advanced users, the decision boils down to size preference and camera features (more on that later). Both share the same high-end components, so everyday performance is mostly on par with the exception of battery life. The Pro Max can accommodate a larger battery, which results in an almost 10% advantage over the standard Pro model.
The phones carry over features introduced in the iPhone 14 Pro, like Dynamic Island, always-on display, Crash Detection, and satellite-based Emergency SOS. But the iPhone 15 Pro has several new features that may make iPhone 14 Pro users — particularly those with demanding workflows, like videographers — ponder upgrading.
The iPhone 15 Pro offers the latest and best performance and features from Apple. It also introduces USB-C that supports fast data transfer and the Action Button for quick access to select functions.
Les Shu/Business Insider
The iPhone 15 Pro launches the new A17 Pro chipset with a six-core GPU that delivers better graphics performance over the Bionic's four- and five-core GPUs, according to Apple. This means games, animations, and other effects should look even smoother. Most users will have difficulty noticing the difference — benchmark tests reveal a slight improvement over the A16 Bionic's numbers — but we're likely to see it down the road when more apps take advantage of the chipset.
Like the regular iPhone 15, Apple standardized the connector from Lightning to USB-C. What's unique to the Pro models is that the USB-C port supports faster data transfers (USB 3). For advanced users, this is a game changer: it allows for faster file transfers between the iPhone 15 Pro and a Mac or hard drive, as well as connecting to peripherals like 4K displays.
Unfortunately, Apple doesn't include a cable that supports fast transfers or a charger — just a basic USB-C variant for charging — so upgraders may need to add one. Existing iPhone Pro users will likely already have USB-C accessories they can repurpose, particularly those who own newer iPads, Macs, and PCs.
Another new feature is the Action Button on the phone's left side, above the volume buttons. It's used for switching between ring and silent modes, but it can be customized to quickly access commonly used functions like the flashlight, camera, shortcuts, and more. It's handy, but our gripe is that it can only be used for one function at a time, and you'd need to dive into the settings menu to remap the button.
Apple upgraded the iPhone 15 Pro's body material from stainless steel to titanium. When bonded with aluminum using a novel manufacturing process, Apple says the titanium frame is super-strong and allows for thinner borders and contoured edges. It also gives it a unique metallic finish. While looks are subjective, the iPhone 15 Pro is beautiful, but we aren't sold that it looks any more attractive than the iPhone 14 Pro, as both use a matte glass back.
The titanium body is also lighter than stainless steel. The iPhone 15 Pro is 0.67 ounces lighter than the iPhone 14 Pro, and Apple says it's more comfortable to hold. For us, it was difficult to spot the contrasts.
The camera system, perhaps the phone's most sophisticated feature, got upgraded. The main camera is still 48 megapixels, but there's now a 24-megapixel mode that creates high-resolution photos with improved lighting and details. Like the iPhone 15, the Pro lineup gets improved Portrait mode, but there's a third, telephoto lens that's not available in the standard model. On the iPhone 15 Pro Max, that telephoto lens now has a longer 5x zoom versus 3x in the iPhone 15 Pro. There are lots of features designed for advanced photographers and videographers, but they could be overkill for the casual user.
Both the iPhone 15 Pro and Pro Max come in 256GB, 512GB, and 1TB storage options, but the iPhone 15 Pro also has a 128GB entry-level model for those who want a sub-$1K Pro model.
The iPhone 15 Pro is not only the fastest iPhone you can buy right now, but it's loaded with features that appeal to advanced users or those who simply want the best and newest. The Pro Max version increases the screen size and battery life. With that said, the iPhone Pro is not for every user. Most people will find the Pro an overkill and be satisfied with the standard iPhone 15 models, not to mention the cost savings.
The iPhone 15 Plus is identical to the iPhone 15 (our overall recommendation) in terms of performance and features. The two big exceptions are the size (6.7-inch display) and larger battery, which Apple claims is enough for 26 hours of video playback versus 20 hours in the smaller iPhone 15.
If you want longer battery life, don't mind (or prefer) a bigger screen, and need to stay on budget (Apple's other 6.7-inch option is the pricier iPhone 15 Pro Max), the iPhone 15 Plus is a winner.
The iPhone 15 Plus is the same as the iPhone 15 except it has a larger display and bigger battery.
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Our tests yielded approximately 66% of battery life remaining after we put it through playing a 4K YouTube video for two hours, streaming music to a Bluetooth speaker for an hour, and running several benchmark tests that taxed the chipset's processors. That's 14% more than the iPhone 15. Your mileage will vary, but in terms of real-world performance, you could get more than a day's worth of use before recharging.
While the large screen is great for viewing, the device's overall size may not be for everyone.
Now that Apple has gotten rid of its Mini series of iPhones, your best (and only) bet for a small iPhone in Apple's current lineup is the third-generation iPhone SE, released in 2022.
With its 4.7-inch display, the iPhone SE is the smallest iPhone you can buy. While it lacks the modern features of other iPhones, it appeals to buyers who want a smaller device and older but familiar tech, like Touch ID. Just be aware that the phone has an outdated user experience.
The iPhone SE (2022) is the smallest and least expensive iPhone you can buy.
Antonio Villas-Boas/Business Insider
Powering the iPhone SE is Apple's A15 Bionic processor — the same one that's used in the iPhone 13 and iPhone 14 — which is still powerful and fast enough to run any app or game in the App Store. It also supports some of the most popular features on the iPhone, like iMessage and FaceTime, and is compatible with Apple's ecosystem of devices, like the Apple Watch and AirPods.
Our main gripes with the iPhone SE are its short battery life compared to larger iPhones, and it's a little spartan in terms of features and design. It has a single camera lens, no MagSafe (although it supports wireless charging), and a dated design with huge borders below and above the display to accommodate the front camera, earpiece speaker, and home button for Touch ID. And the entry model only offers 64GB of storage, which goes fast if you shoot many photos and videos.
If you want a more substantial and up-to-date iPhone experience with two cameras and modern features like Face ID and MagSafe, check with your carrier to see if the iPhone 13 Mini is still available, or buy one refurbished through Apple.
Avoid these iPhones
We don't recommend buying the iPhone 11 or any older model. You might find them refurbished for less than the iPhone 13, but you won't be getting your money's worth, whatever the price, as they won't last very long in terms of performance or iOS updates for new features and security patches.
If you're looking to spend under the iPhone 13's $599 starting price for a modern-looking iPhone, a refurbished iPhone 12 for around $300 or less can still be worthwhile, but expect a shorter lifespan in iOS upgrades and support from Apple.
Which is the best iPhone?
The best iPhone for most people is the iPhone 15. Starting at $799, it offers the latest smartphone technologies from Apple, plus access to a robust selection of apps and accessories. Those who crave longer battery life or a larger screen (or both) should look at the iPhone 15 Plus. The iPhone 15 Pro models are the very best iPhones you can buy, but their premium features and build quality cost significantly more.
48MP main, 12MP ultrawide, 12MP 2x zoom (main camera crop)
12MP main
Storage
128GB, 256GB, 512GB
128GB, 256GB, 512GB
128GB, 256GB, 512GB, 1TB
256GB, 512GB, 1TB
128GB, 256GB, 512GB
64GB, 128GB, 256GB
How we test iPhones
We put each iPhone we review through standard, intensive testing.
Antonio Villas-Boas/Business Insider
To test iPhones, we use them as if they were our main daily drivers for at least a week, if not longer. That way, we can get an overall sense of their performance, camera quality, battery life, and new features and compare them to our experience with other models within the same generation and previous iPhone generations.
We expect the latest iPhones to run quickly, smoothly, and flawlessly. To test performance, we run popular and widely used apps and look for any sign of stuttering or slower-than-expected loading times. We also run the Geekbench 6 benchmark to give us an idea of performance improvements over the previous generation.
To test camera quality, we take photos of the same scenes and subjects with each lens. We then compare them to the same photos taken with different phones. To be more accurate, we've started taking photos of our typical scenes at the same time and place with all the latest, generationally current phones available in the US.
We also take several, often hundreds, personal photos with iPhones, like those of friends and family, which we aren't comfortable posting in our review for the sake of privacy. However, these photos weigh heavily in our assessments, as they reveal positives and negatives that testing scenes don't, like the ability to capture a clear image of moving subjects and the everyday experience of using the cameras.
For battery life, we put each iPhone through a stress test that simulates a blend of typical casual and intensive daily usage that includes two hours of video streaming at a set brightness, one hour of music streaming while connected to Bluetooth speakers, five runs of the Geekbench 6 CPU benchmark test, and two runs of the 3D Mark Wild Life Stress Test. We then note the remaining battery percentage.
FAQs
Which iPhone has the best camera?
Currently, the best iPhone camera systems are in the iPhone 15 Pro and iPhone 15 Pro Max, followed by the iPhone 15 and iPhone 15 Plus.
In addition to the latest camera hardware and software technologies, the Pro models use three lenses: main, ultrawide, and telephoto. The iPhone 15 and iPhone 15 Plus make do with main and ultrawide lenses, but the main lens doubles for telephoto. While the Pro models have advanced features for shooting photos and videos, the standard iPhone 15 camera system can capture great image quality that should satisfy most users, especially for social media.
That said, even older iPhone models like the iPhone 13 have great cameras. The "worst" camera may be the iPhone SE, which has a single-lens system, but even that model captures great-looking photos under good lighting conditions.
When is the best time to buy a new iPhone?
There is no objective "best time" to buy an iPhone. However, it can be argued that it's better to buy a new iPhone sooner rather than later after a new iPhone launch, which typically happens in September.
If September is nearing when you're considering a new iPhone, you're better off waiting until September to see what the new model has in store. Also, older iPhone models that Apple keeps selling after a new release tend to get an additional $100 price cut.
If you need a new iPhone because your current one isn't working or broken, the best time to buy a new iPhone is now.
Where is the best place to buy an iPhone?
Carriers tend to have the highest trade-in values for your old phone. We've seen trade-in deals where you can get the latest iPhone model for free by trading in an older iPhone. We've also seen carriers trade significantly older iPhones for the same value as a one-year-old iPhone around when a new iPhone is released.
Do iPhones need cases?
We generally recommend that iPhone owners use cases. There's no doubt a naked iPhone looks and feels the best, but all it takes is one drop from a decent height onto a hard floor to crack the back or front glass.
Some people accept the risk, and some buy AppleCare Plus for this very reason, which offers unlimited repairs for accidental damage with a $29 fee per incident for back or front glass damage on top of the cost of AppleCare Plus.
However, a case is the best and most cost-effective way to ensure your iPhone's hardware stays in working order. If you're leaning toward our top pick, the iPhone 15, see our guide to the best iPhone 15 cases to protect the phone and extend its longevity.
Chains from McDonald's to Starbucks are still feeling the pressure of consumers seeking alternatives.
It marks the second full quarter of major American brands feeling the boycotts since Israel's invasion of Gaza.
For the second quarter in a row, America's biggest fast-food brands continued to see their sales hit by consumer boycotts in the Middle East.
McDonald's said last week that it took a sales hit from "the ongoing war in the Middle East" at restaurants in that part of the world. The effect was big enough to outweigh sales increases in Japan, Europe, and Latin America, CEO Ian Borden said on the company's first-quarter earnings call.
Same-store sales in the segment, which consists of restaurants licensed to third-parties instead of company-owned locations, fell 0.2%.
While sales in the Middle East represent a small percentage of overall revenue for most large brands, the hit has been persistent over the past several months.
"We're not expecting to see any meaningful improvement in the impacts on that until the war is over," McDonald's CEO Chris Kempczinski said on last week's earnings call.
At Starbucks, the problems in the Middle East took a toll on second-quarter international sales, CFO Rachel Ruggeri said. Comparable store sales abroad fell 6% during the coffee chain's second quarter, due in part to lower sales in the Middle East as well as in other areas of the world, such as China.
Comparable sales in North America, which fell 3%, may have also suffered because of consumers' opinions about the company and its role in the Middle East, analysts at Bank of America wrote on Monday.
The analysts wrote that "a social media narrative around [Starbucks'] position on the Middle East may be the primary driver" of slower sales in the US. Many of the boycott efforts have relied on social media and technology to spread, such as an app that lets coffee drinkers find other cafes near Starbucks locations.
Starbucks has previously said that the company "has never contributed to any government or military operation in any way."
The boycotts also affected the latest same-store sales at Pizza Hut and KFC, both operated by Yum! Brands, the company said in an earnings call last week. Same-store sales at KFC, for instance, fell 2% during the company's first quarter.
But the company also said that the effects of boycotts on its brand are starting to dissipate, CEO David Gibbs said during the call. "Time is usually the answer to most of those problems," Gibbs said.
David Ulevitch told BI his comments about "BS jobs" and fake work at companies like Google ranked among his least controversial statements.
OpenDNS
A general partner at Andreessen Horowitz is the latest to join the debate around "fake work" in Big Tech.
David Ulevitch said "half the white-collar staff at Google probably does no real work."
Other VCs have made similar remarks, and tech firms like Google and Meta had mass layoffs in recent years.
An investor at famed Silicon Valley firm Andreessen Horowitz is the latest VC to get involved in the debate around "fake work" in the tech industry.
In an interview published Monday with Emily Sundberg for her Substack newsletter "Feed Me," Andreessen Horowitz general partner David Ulevitch called Google "an amazing example" of a corporation employing people in "BS jobs."
"As we (society / our economy) prioritize conglomerates and megacorps, irrelevant jobs proliferate," he said. "Anyone who works in a 10,000+ person or larger white-collar job company knows that a bunch of the people can probably be let go tomorrow and the company wouldn't really feel the difference, maybe it'd even improve with less people inserting themselves into things."
Ulevitch was previously the CEO of web security startup OpenDNS, which he sold to Cisco for $635 million in 2015.
"The growing professional managerial class in America, and more importantly, the societal perception that those jobs are 'really important,' is a weakness, not a strength," he added. "I should note, I have been a part of this class in my career, and it's great — people really treated me like I was very impressive and important when I was an SVP at Cisco, and so naturally I thought I was, too. This dynamic is endemic across corporations and is lame."
Ulevitch said one effect is "the decline of small businesses that power America's industrial and manufacturing base," as people in these industries age out of the workforce, the work gets outsourced abroad, and these jobs are seen as less desirable than white-collar gigs. He also pointed to another consequence:
"Another issue with all the 'BS' jobs in large corporations is that it takes profits away from shareholders who are most often the pensioners and retirement accounts of the rest of America," he said. "So those people aren't just being useless (and being coddled to think useless jobs actually matter – they don't), but they are also taking money away from the rest of the workforce's retirement programs."
Ulevitch went on to point the finger at Google specifically, calling it "an amazing example."
"I don't think it's crazy to believe that half the white-collar staff at Google probably does no real work," he said. "The company has spent billions and billions of dollars per year on projects that go nowhere for over a decade, and all that money could have been returned to shareholders who have retirement accounts."
Google did not immediately respond to a request for comment. Reached by email, Ulevitch told BI, "My only comment is that I think it ranks as one of the least controversial things I've ever said."
Other VCs have also entered the debate around "fake work" and overstaffing within Big Tech in recent years.
Marc Andreessen has criticized a managerial "laptop class" and tweeted in 2022, "The good big companies are overstaffed by 2x. The bad big companies are overstaffed by 4x or more."
Tech investor and PayPal Mafia member Keith Rabois last year attributed mass layoffs and Meta and Google to this.
"All these people were extraneous, this has been true for a long time, the vanity metric of hiring employees was this false god in some ways," he said.
"There's nothing for these people to do…it's all fake work," he continued. "Now that's being exposed, what do these people actually do, they go to meetings."
Thomas Siebel, the billionaire CEO of C3.ai, said last year that Google and Meta overhired staff and didn't have enough work for them to do.
"They really were doing nothing working from home," he said. "If you want to work from home, like four days of work in your pajamas, go to work for Facebook."
While some tech workers say they've had to "basically fight to find work," others say bad management is to blame, with bosses overhiring and assigning workers busy work to make themselves look more important and secure promotions.
Tech firms like Meta and Google laid off thousands of workers in recent years, often citing an interest in becoming more efficient.
Ahead of November, young Black voters are indicating that their turnout could fall below 2020 levels.
A Washington Post-Ipsos poll revealed that only 41% of young Black voters said they were certain to vote this year.
It's a number that is sure to alarm Democrats, who are working to boost minority support in 2024.
In 2020, Black Americans were instrumental in sending President Joe Biden to the White House, buoying his candidacy not only in the Democratic primaries but in the general election.
Biden won 92 percent of the Black vote overall that year, while also easily winning millennials and Gen Z voters, according to the Pew Research Center.
But Biden in 2024 is facing the biggest challenge of his political career, as his campaign works to rev up enthusiasm among his 2020 supporters as many of them remain disenchanted about the economy, the conflict in Gaza, and setbacks on everything from voting-rights legislation to student-debt relief.
Overall, 62 percent of Black voters indicated that they were "absolutely certain to vote" in November, a decline from the 74 percent of Black voters who made the same statement in June 2020.
However, among the youngest cohort of Black voters — aged 18 to 39 — only 41 percent said they were "absolutely certain to vote." The number marked a steep decline from June 2020, when 61 percent of voters in this age group indicated that they were certain to vote.
Among young Black women, 39 percent of respondents said they were certain to vote this year, a sharp fall from the 69 percent who gave the same response in June 2020.
Strikingly, 70 percent of Black voters aged 40 to 64 and 88 percent of Black voters aged 65 and older said they were "absolutely certain to vote," revealing stark generational divides that have become an increasingly visible problem for Democrats — who for decades have relied on Black Americans as their most loyal bloc of base voters.
Young Black voters — less likely to show the sort of allegiance to Democrats that older voters have maintained since the post-Civil Rights era — have made it known that they're on a different political wavelength than their parents and grandparents.
Even in 2020, scores of young Black voters were drawn to more progressive candidates like Sens. Bernie Sanders of Vermont and Elizabeth Warren of Massachusetts, while older Black voters lined up behind Biden — a familiar face who was seen as a political moderate and had built up goodwill as President Barack Obama's No. 2.
Biden is working to boost enthusiasm among Democrats — but especially among young voters — as he touts his administration's success in passing infrastructure legislation and its record of job creation. For the president, this push is especially critical in the swing states that he'll need to win reelection, but notably in Georgia, the battleground state with the highest share of Black voters.
And the engagement push will also be important for down-ballot Democrats in key House, Senate, and gubernatorial races, who'll need a strong presidential year turnout as they seek to overcome any boost in conservative turnout tied to former President Donald Trump's candidacy.
Costco has great food deals and I save by buying my electronics and tires there.
I'm regularly saving 25 to 30 cents a gallon on gas by going to Costco.
When I joined Costco back in 1997, I was living in California with my then-husband. We'd wander the aisles, loading our cart with all kinds of fun things, and then get pizza from the food court.
After we split up a few years ago and I started only shopping for one, there was no way I was giving up my membership.
After all, the wholesale club has 129.5 million membership cardholders, which range from small households to midsize businesses. I was confident I'd make the most of my membership for one.
Costco's tire and auto center saves me tons on my car.
I saved $120 on tires at Costco recently.
Lori Saitz
Thankfully, I don't need tires and batteries on the regular. But when I do, I turn to Costco.
My car requires high-performance tires, which can be hundreds of dollars a pop. They're so costly that I waited as long as possible to replace them last year.
I shopped around for the lowest price and found buying at Costco saved me more than $120 on a set of four. Plus, they came with a five-year road-hazard warranty. Three months later, one of my tires got a screw in it, and I was able to have it repaired at Costco for free in just an hour.
Last month my car needed a new battery. If only I'd remembered Costco sells batteries — I could've saved $100!
The frozen-food section is great for one person.
Frozen food lasts longer for me.
Lori Saitz
Even though I shop for one, I love picking up a few staples at Costco. The freezer section is an especially great spot.
I'm an evangelist for the wild salmon burgers that come frozen in a bag of 12. They're easy to store and to pull out and grill, broil, or pan-fry any night of the week for a quick and high-protein dinner.
The large bags of frozen shrimp are also easy to portion out and use up.
I stock up on big bags of frozen organic fruit for my protein smoothies, too. It's priced well and saves me from having to keep going to the grocery store for those little bags with less than three servings.
I get pantry staples, too.
I buy Kodiak protein-pancake mix in bulk.
Lori Saitz
I love the large box of Kodiak protein-pancake mix I find at Costco. Smaller boxes of the mix are pricey, so I save by buying it in bulk.
I also stock up on large packs of canned tuna, which doesn't take up a ton of room in my pantry, is so versatile, and lasts for months.
And, when I need a sweet treat, the gluten-free, vegan, and low-sugar Unreal dark-chocolate coconut minis hit the spot with their taste and price. The minis cost way more elsewhere — I can get just over 15 ounces of them for $13 at Costco or a 4-ounce bag at Target for $5.50.
Costco's optical center saves me money and is easy to use.
I like getting glasses at Costco.
Lori Saitz
I find it convenient to book an exam with an independent Doctor of Optometry at Costco and then order glasses and contact lenses right there in the warehouse or online.
I've shopped around for my expensive multi-focal contact lenses and typically find the best prices at Costco.
Even better, Costco accepts a whole bunch of insurance plans. And I can buy the Clear Care contact solution I use in bulk for a great price while I'm at the warehouse picking up my prescription, too.
Electronics purchases come with great warranties and support.
I try to buy tech at Costco.
Talia Lakritz/Business Insider
Costco regularly has deals on electronics, but tech purchases come with other perks, too.
I bought a laptop at Costco a few years ago and have made good use of the free concierge tech support that came with my purchase. I would call Costco's tech-support hotline at any hour and I was never made to feel stupid for needing help.
Costco also offers extended manufacturer's warranties on tons of electronics purchased at the warehouse, from televisions to computers to appliances.
Costco has some pretty great clothing options, too.
I bought my puffer jacket at Costco fro $20.
Lori Saitz
Costco sells clothing and accessories from big-name brands and lesser-known ones — all at pretty decent prices.
Last winter, I got a no-name winter puffy coat at Costco for $20 that could pass for a high-end one that costs hundreds.
I've also purchased well-made gloves, shirts, workout leggings, and shorts from Costco. I even bought a couple of sundresses there several years ago and still get compliments every time I wear one.
Lastly, the gas prices are pretty great at Costco.
I try to get gas at Costco whenever I can.
Lori Saitz
I live a nomadic life so I drive a lot and always look for the cheapest gas.
Most recently I saved 38 cents a gallon at Costco compared to the other gas stations in the area. That adds up to me saving a few hundred dollars a year on gas by choosing Costco.
Sometimes the lines to get gas at Costco are long, but I can see why. Fortunately, I find they usually move pretty fast.