In 2020, Apple introduced four iPhones during a virtual launch event, and these models quickly became some of the best-selling smartphones globally. The lineup includes the iPhone 12 mini, iPhone 12, iPhone 12 Pro, and iPhone 12 Pro Max, each varying in size, features, and pricing. This diverse range was designed to appeal to a broad spectrum of customers, catering to different needs and budgets. Notably, the iPhone 12 series was also the first Apple to offer 5G connectivity, enhancing the user experience with faster data speeds.
iPhone 12 Pricing: Model Comparison
The iPhone 12 can still be purchased through the official Apple Store, but the iPhone 12 mini, iPhone 12 Pro, and iPhone 12 Pro Max have been discontinued in favor of the newer iPhone 13 and iPhone 14 models. As a result, these discontinued models are now only available through third-party sellers.
Model | 64GB | 128GB | 256GB | 512GB |
iPhone 12 mini | $419 | $449 | Not available | Not available |
iPhone 12 | $599 | $649 | $749 | Not available |
iPhone 12 Pro | Not available | $649 | $699 | $749 |
iPhone 12 Pro Max | Not available | $640 | $699 | $899 |
This table summarizes the pricing options available for each model, highlighting the varying storage capacities and their respective prices.
New Color and the AirTag
On April 20, 2021, Apple made waves by introducing a lively new color option, purple, for the iPhone 12 and iPhone 12 mini. This fresh hue accentuates the devices’ sleek, flat aluminum edges, giving customers a stylish choice that stands out in the lineup.
Introducing the AirTag
With the new color announcement, Apple unveiled the AirTag, a compact tracking device that addresses the common issue of misplacing everyday items such as keys, bags, or wallets. The Apple Find My app lets users quickly locate their lost items, streamlining daily routines and reducing frustration.
The AirTag is built with IP67 water and dust resistance, making it durable for everyday use. Its built-in speaker plays sounds to assist users in locating the device when it’s nearby. Additionally, the AirTag features a removable cover that allows for easy battery replacement, ensuring longevity and convenience.
Seamless Setup and Personalization Options
Setting up the AirTag is incredibly user-friendly, mirroring the effortless experience of connecting AirPods. Users simply bring the AirTag close to their iPhone, and it connects automatically, requiring minimal effort. Each AirTag can be personalized with a name that reflects its purpose, such as “Car Keys” or “Backpack.”
For those looking to add a personal touch, Apple offers a free engraving option, allowing users to customize their AirTags with initials or special symbols. A selection of Apple-designed accessories is also available, including the Polyurethane Loop, Leather Loop, and Leather Key Ring, all crafted from premium European leather, enhancing functionality and style.
Advanced Tracking Features for Everyday Use
Equipped with the advanced U1 chip, the AirTag utilizes ultra-wideband technology to provide Precision Finding capabilities for users with iPhone 11 and iPhone 12 models. This feature allows for incredibly accurate tracking, enabling users to pinpoint the distance and direction of their lost AirTag. As users move, the AirTag uses a combination of inputs from the camera, ARKit, accelerometer, and gyroscope, delivering a comprehensive guide that includes sound, haptic feedback, and visual cues to lead users directly to their item.
If an AirTag falls out of Bluetooth range, the Find My network remains an invaluable tool. Users can enable Lost Mode, which alerts them when the AirTag comes back within range or when other users within the network have located it. If someone finds a lost AirTag, they can tap it on their iPhone or any NFC-capable device. This directs them to a webpage displaying the owner’s contact information, facilitating easy item recovery.
Privacy and Security Commitment
Apple is committed to user privacy, ensuring no location data or tracking history is stored within the AirTag. Communications with the Find My network are end-to-end encrypted, meaning only the device’s owner can access their location data. This robust security framework ensures that no one, not even Apple, knows the identity or location of devices that help locate the AirTag, reinforcing the company’s dedication to user privacy.
The combination of the stylish new purple color for the iPhone 12 series and the innovative functionality of the AirTag highlights Apple’s commitment to enhancing user experience through aesthetics and practical solutions. With features designed for ease of use, personalization, and privacy, these products not only meet the diverse needs of consumers but also reinforce Apple’s reputation as a leader in technology and design. Whether tracking down lost items or choosing a striking new phone color, users are empowered to enjoy a seamless and secure experience.
iPhone 12 Innovative Features
The iPhone 12 series marked a significant technological leap, introducing various innovative features that set it apart from previous models. Not only did Apple add 5G connectivity, but it also equipped the entire lineup with the powerful A14 Bionic processor, providing exceptional performance and efficiency. The Super Retina XDR display offers vibrant colors and impressive brightness, enhancing the viewing experience. The more durable Ceramic Shield front cover improves drop performance, making the devices more resilient.
Advanced Camera Capabilities
Apple significantly upgraded the camera systems across the iPhone 12 models, incorporating advanced features to enhance photography and videography. The iPhone 12 mini and iPhone 12 feature a dual-camera setup with wide and ultra-wide lenses, enabling users to capture expansive landscapes and detailed shots. The iPhone 12 Pro and Pro Max further enhance photographic capabilities with a third telephoto lens and a fourth lens dedicated to LiDAR technology for augmented reality (AR) mapping.
All four models come equipped with impressive camera features, including:
Deep Fusion: This technology optimizes detail and texture in low-light conditions, ensuring that photos are rich in detail and clarity.
Smart HDR 3: This feature intelligently balances highlights and shadows in photos, resulting in images that accurately reflect the scene.
Night Mode Time Lapse: Users can capture stunning time-lapse videos in low light, utilizing Night Mode to achieve beautiful results.

The Pro models also support Apple ProRAW, allowing photographers to shoot and edit photos in RAW format for greater control over post-processing.
Design Evolution
In addition to these technological advancements, Apple also revamped the design of the iPhone 12 series. The edges were transitioned from the rounded style of the iPhone 11 back to the flat-edged design reminiscent of the iPhone 5. This change gives the devices a more modern and sophisticated look, enhancing grip and usability.
MagSafe and Accessory Support
The introduction of MagSafe technology is another standout feature, enabling more reliable wireless charging and compatibility with various attachable accessories. This magnetic alignment ensures efficient charging and opens up a range of possibilities for accessories like wallets, cases, and mounts, enhancing the versatility of the iPhone 12.
Key Features of the iPhone 12 Family
The iPhone 12 family introduced remarkable features that elevate the smartphone experience, making it one of the most versatile lineups Apple has ever released. Here’s a deeper look at the standout features:
5G Connectivity
One of the most significant advancements in the iPhone 12 series is including 5G technology, which enhances connectivity and speeds. The models support sub-6GHz and mmWave networks, providing flexibility based on user needs and availability. Sub-6GHz networks, being more extensive, can reach farther and handle interference better, although they may experience congestion in crowded areas. On the other hand, mmWave technology delivers impressive speeds but is best used near cell towers, which makes it ideal for urban environments where fast data transfer is crucial.
Apple introduced the Smart Data Mode to address potential battery drain caused by 5G usage. This intelligent feature allows the iPhone 12 to switch between 5G and 4G LTE seamlessly, optimizing battery life without sacrificing performance when high-speed data is needed.
A14 Bionic Processor
The heart of the iPhone 12 lineup is the A14 Bionic processor, renowned for its exceptional speed and efficiency. This six-core chip features a unique architecture with four high-efficiency and two high-performance cores, enabling complex tasks to be executed quickly while maintaining power efficiency. Built on a 5 nm process, the A14 houses 11.8 billion transistors, significantly increasing from its predecessor, the A13. This enhanced transistor count improves speed and power efficiency, making it one of the most advanced processors in a smartphone.
Additionally, the A14’s neural engine, now with 16 cores, can perform 11 trillion operations per second. This enables faster machine learning computations, enhancing features like image processing and augmented reality experiences.
Super Retina XDR Display
All four models feature Apple’s Super Retina XDR display, providing a superior visual experience with vibrant colors and incredible contrast. The OLED screens boast a contrast ratio of 2,000,000:1 and a peak brightness of 1,200 nits, ensuring users enjoy stunning visuals in various lighting conditions. This technology enhances image quality and energy efficiency, allowing for longer battery life while enjoying high-definition content.
Ceramic Shield
The introduction of Ceramic Shield technology marks a significant leap in durability. This unique material incorporates ceramic crystals into the glass matrix, significantly increasing resistance to drops and scratches. Apple claims that the Ceramic Shield front cover provides four times better drop performance than the previous generation, making it one of the most challenging screens available in smartphones today.
Advanced Camera Systems
The camera systems in the iPhone 12 family are engineered for exceptional photography and videography. The iPhone 12 mini and iPhone 12 feature a dual-camera setup, including a 12-megapixel wide and ultra-wide lens, allowing users to capture expansive landscapes and detailed close-ups. The iPhone 12 Pro and Pro Max elevate the experience with a triple-camera system that includes a telephoto lens and a LiDAR scanner for improved depth mapping, crucial for augmented reality applications.
Key camera features include:
Deep Fusion: This technology analyzes multiple exposures and combines them to enhance detail, especially in low-light conditions.
Night Mode: Automatically activated in dim lighting, it takes multiple exposures to create brighter and clearer images.
Night Mode Time-Lapse: Perfect for capturing night scenes. This feature allows for smooth, beautifully lit time-lapse videos.
Apple ProRAW: Exclusive to the Pro models, this feature lets photographers capture and edit RAW images with all the advanced capabilities of the iPhone’s camera system.
Front Camera
The front-facing camera also received upgrades, featuring a 12-megapixel sensor with an ƒ/2.2 aperture. It supports HDR video recording with Dolby Vision up to 30 fps, enabling high-quality video calls and selfies with stunning color and clarity.
QuickTake Feature
The QuickTake feature debuted with the iPhone 11, allowing users to quickly record video by pressing and holding the shutter button while capturing still images. This capability ensures that users never miss a moment, turning spontaneous moments into short video clips that can be easily stored and shared.
Battery Life
The iPhone 12 models come equipped with larger batteries, approximately 10% bigger than those in the iPhone 11. This increase helps counteract the power demands of 5G connectivity. The iPhone 12 Pro and Pro Max promise extended battery life, while the iPhone 12 mini offers a smaller battery due to its compact design yet still provides reliable performance throughout the day.
Color Options
Apple expanded the color palette for the iPhone 12 series, offering the iPhone 12 mini and iPhone 12 in a range of vibrant colors, including white, black, blue, green, red, and a new purple option introduced later. The Pro models are available in more sophisticated shades such as blue, gold, graphite, and silver, catering to different consumer preferences.

Additional Features of the iPhone 12 Family
Beyond the highlighted standout characteristics, the iPhone 12 family also incorporates several shared features that enhance user experience and connectivity. Here’s a closer look at these significant additions:
Wi-Fi 6 (802.11ax)
The iPhone 12 models are equipped with Wi-Fi 6 technology, which offers significantly faster download speeds—up to 38% faster than previous generations. This advancement ensures a smoother online experience, especially in crowded environments with multiple devices connected to the same network.
Enhanced Dust and Water Resistance
With an IP68 rating, the iPhone 12 Pro offers improved dust and water resistance. It can withstand immersion in up to 4 meters of water for 30 minutes, providing users with peace of mind during outdoor activities or in situations where accidental exposure to water might occur.
Fast Charging Capability
The iPhone 12 models support fast charging, allowing users to reach up to 50% battery capacity in just 30 minutes when using a compatible charger. This feature is incredibly convenient for users who are short on time and need a quick power boost throughout the day.
Audio Sharing
This innovative feature lets users simultaneously share audio with two sets of AirPods or compatible Beats headphones from a single iPhone. This functionality is perfect for sharing music, movies, or podcasts with friends, enhancing the social aspect of listening experiences.
Spatial Audio
Spatial audio technology creates an immersive listening experience by simulating surround sound. This feature works seamlessly with compatible content, allowing users to enjoy a theater-like audio experience from their devices, whether watching movies or playing games.
Dolby Atmos Support
With Dolby Atmos, the iPhone 12 provides an advanced audio experience that simulates sound moving around in a three-dimensional space. This technology enhances media playback, creating a more dynamic and engaging listening experience for users.
Dual SIM Support with eSIM
The iPhone 12 family supports dual SIM functionality, allowing users to utilize two different phone numbers on a single device. This is particularly beneficial for those who want to separate work and personal calls or travel internationally without switching devices. The inclusion of eSIM technology further simplifies this process, making it easy to manage multiple plans.
Eco-Friendly Packaging
To reduce environmental impact and lower device prices, Apple has decided to sell the iPhone 12 without earbuds or charging plugs in the box. Instead, the only accessory included is a standard Lightning to USB-C cable. This approach minimizes waste and aligns with Apple’s commitment to sustainability, as many consumers already own compatible accessories.
Differences Between the Four iPhone 12 Models
iPhone 12 mini
The four iPhone 12 models each offer distinct features catering to various user preferences. The iPhone 12 mini is the smallest, with a 5.4-inch screen and a 2,340 x 1,080 pixels resolution at 476 ppi. It has storage options of 64GB, 128GB, and 256GB and utilizes a dual-camera system featuring 12 MP wide and ultra-wide lenses. This model comes in colors like black, white, red, blue, green, and purple, making it an appealing choice for those who prefer a compact device.
iPhone 12
In contrast, the iPhone 12 retains many specifications from the mini but features a larger 6.1-inch display with a 2,532 x 1,170 pixels resolution at 460 ppi. Like the mini, it offers storage options of 64GB, 128GB, and 256GB and starts at $599. The iPhone 12 provides a better viewing experience without sacrificing portability and is available in the same color range as the mini.
iPhone 12 Pro
Moving to the iPhone 12 Pro, this model also features a 6.1-inch display but enhances the photography experience with a triple-camera system that includes a telephoto lens and a LiDAR scanner. The Pro is available in more premium colors like gold, silver, graphite, and Pacific blue and offers higher storage capacities of 128GB, 256GB, and 512 GB. Its design features a stainless steel frame and a textured matte glass back, providing a sophisticated look.
iPhone 12 Pro Max
Finally, the iPhone 12 Pro Max is the largest model, with a 6.7-inch screen and a resolution of 2,778 x 1,284 pixels at 458 ppi. It shares many features with the iPhone 12 Pro but offers enhanced zoom capabilities, making it ideal for photography enthusiasts. With similar color options and storage choices, the Pro Max appeals to users seeking the most advanced features in the lineup. Each model in the iPhone 12 series is designed to cater to different needs, whether for compactness, display size, or camera capabilities.
The competition for the iPhone 12 lineup extends beyond just specifications and features; it also involves brand loyalty, ecosystem integration, and user experience. Apple’s ability to create a seamless ecosystem with its products—such as iPads, Macs, and Apple Watches—remains a significant draw for many consumers. This ecosystem allows users to easily transition between devices, share files, and enjoy a unified experience across platforms, which can be a strong selling point compared to competitors.
Who Competes with the iPhone 12?
iPhone 12 Mini Competition
For the iPhone 12 mini, while the Samsung Galaxy S10e and Google Pixel 4 offer solid alternatives, their lack of 5G connectivity may deter users looking for future-proof options. The compact size of the iPhone 12 mini caters to users who prefer smaller devices without sacrificing performance. Its integration with iOS allows for features like FaceTime and iMessage, enhancing the overall user experience.
iPhone 12 and 12 Pro Competition
In the case of the iPhone 12 and iPhone 12 Pro, the rivalry with Samsung’s offerings highlights the battle for the mid-range to premium smartphone market. Samsung’s S20 series offers vibrant displays and robust camera capabilities, but the iPhone’s optimized software often leads to better performance and battery management. Moreover, Apple’s regular software updates ensure that devices remain secure and functional for years, a critical consideration for many buyers.
iPhone 12 Pro Max Competition
For the iPhone 12 Pro Max, the competition with flagship models like the Galaxy S20 Ultra is fierce. The S20 Ultra’s camera system, which includes advanced zoom capabilities and high-resolution sensors, appeals to photography enthusiasts. However, the iPhone 12 Pro Max counters this with its exceptional video recording features, including Dolby Vision HDR and Cinematic mode, which may attract content creators looking for professional-quality output directly from their smartphone.

Furthermore, brand reputation plays a significant role in consumer choices. Apple is often associated with quality and reliability, influencing purchasing decisions. While Samsung and Google are also respected brands, they may not have the same prestige in specific markets.
Ultimately, the landscape of smartphone competition is dynamic, with each brand continuously innovating to capture market share. Features like 5G connectivity, camera technology, battery life, and software optimization will continue to evolve, ensuring consumers have many options as they consider their next smartphone purchase.
Who Is the Target Audience for the iPhone 12?
The target market for the iPhone 12 family is multifaceted, appealing to various consumer segments with distinct needs and preferences.
Starting with the iPhone 12 mini this model is designed for budget-conscious individuals who prefer a more compact device. It’s ideal for users who want a powerful smartphone without the bulk, making it attractive to younger consumers and those who prioritize portability. The smaller screen size also appeals to those who may find larger phones cumbersome, such as users with smaller hands or those who often carry their devices in pockets or small bags.
Moving up the line, the iPhone 12 targets consumers looking for a balance between size and features. This model is ideal for users who enjoy consuming media, browsing, and multitasking on a larger display but don’t necessarily need the premium features of the Pro versions. It appeals to everyday users, including families and professionals, who seek a reliable device that covers all bases without being overly complex.
The iPhone 12 Pro and iPhone 12 Pro Max are aimed at more demanding users, including traditional consumers and creative professionals. These models appeal to photographers, videographers, and content creators who value advanced camera capabilities and additional storage options. Features such as the enhanced triple-camera system, LiDAR scanner, and support for Apple ProRAW format are key selling points for this demographic. These consumers often look for devices performing well in creative endeavors, making the Pro models a natural choice.
Additionally, Apple is keen to attract dissatisfied Android users who might be considering a switch to iOS. By emphasizing the seamless integration of the Apple ecosystem, the intuitive user interface, and strong customer support, Apple positions the iPhone 12 family as a compelling alternative to Android devices. The marketing strategies often highlight the advantages of iOS, such as regular updates and a curated app experience, appealing to those who value security and reliability.