On the other hand, the 10s saw a dramatic increase in model variation in Apple's product line. It's been said before but I now have a fair amount of trouble knowing whether an iPhone model is current gen or not, I see people talking about iPhone 8, iPhone X, iPhone 11, iPhone XR, iPhone 11 Pro and now the iPhone SE has had a refresh again. A far cry from the canonical product line where Apple insisted one device was perfect for all... Whether that's a positive or a negative is up for debate. Samsung were doing fairly well until the S10 line where there were three versions of the Note and non-Note models. Google's Pixel line appears to be the last to keep with roughly one phone a generation (though the 3a slightly disrupts that rule).