Soon one of these brands will need to diversify the range in order to keep people buying these things. The market for people wanting a big battery is not mains

Soon one of these brands will need to diversify the range in order to keep people buying these things. The market for people wanting a big battery is not mainstream huge but is a tasty long tail. The re-invented flip phone is going to be a win with the 50% of the population that have smaller pockets in their trousers than what the other 50% have. Then there is the outdoor sports market, the phones that are waterproof and super tough. If there is a diverse range of the same product in all of these form factors then people will buy them as their life changes. One flagship can't be the perfect hand rectangle for everyone. There is going to have to be a more meaningful range, as happens with cars, laptops or even bicycles. Although times are not as growth crazy as they once were there is no need for the market to become identical hand rectangles, there is still plenty of room for product innovation even if there are no killer features on the way.