Hello again from Fast Company—and thank you for reading this edition of Plugged In.

Last Tuesday, the world marked International Apple Day, a name I just made up to describe a very real annual ritual. Certainly, the annual unveiling of new iPhones—along with updated Apple Watches and AirPods—is the biggest day on Apple’s product calendar. It’s the moment when many people either decide a new iPhone is in their future or that they can eke another year out of the one they’ve already got.

The headline this week was the long-anticipated debut of the iPhone Air, a new phone whose selling point is that it’s an iPhone, except thinner and lighter. Much of the other announcements involved new Apple products that offer even more of what folks liked about predecessors—longer battery life, additional

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