With rumours swirling around the possible launch of a plastic-encased budget iPhone to be announced this year, it begs the question: why would Apple’s marketing team perform such a drastic about-face? Sure, a brand’s market strategy should evolve over time, but this approach seems to contradict the single-minded focus that has made the iPhone a world leader to date. Fighting over raw market share can’t take priority over profitability and long-term sustainability, or can it?

Assuming the rumours are true, this infographic is my attempt to make sense of how the iPhone’s market segment strategy has changed over the years.