One area Apple has been severely criticized in the past couple years even by some hardcore Apple enthusiasts is the memory capacity on its iPhone models' base configurations. Now even Google has started taking advantage of this situation, mocking Apple's iPhone's so little storage and that too screening at the Olympics! Till now, the iPhone 6S and 6S Plus come with a paltry 16GB flash storage at their base models' price of $649 and $749. While this capacity made sense a couple of years ago, it is ridiculous in this day and age and also with the fact that users cannot upgrade the iPhone's storage through external means. Agreed that FLASH storage has not scaled as well as the traditional spinning hard drives, but still the FLASH storage prices have fallen significantly in the last couple of years and yet Apple has been adamant in maintaining this "terrible to the customer" but "great for the profit margin" strategy much to the chagrin of many of its users.
There were rumors even last year of Apple increasing the base models' memory to 32Gb for the iPhone 6S models, but that did not pan out. Now the same rumors (via WSJ) have surfaced again for the iPhone 7 that is supposed to be announced later this year. Whether or not this is a viable rumor or just hopeful thinking, we will have to wait and see. But Apple is threading on very thin line on this issue and if the iPhone 7 also ends up only with 16GB in its base configuration, I am afraid the ramifications on the customer satisfaction for the iPhone will be drastic!