From Gurman's "It's time to talk about the iPhone 14" mailed Sunday to his Bloomberg ($) Power On subscribers:
Compared with the iPhone 12 Pro Max, the iPhone 13 Pro Max is no major step up. But this phone is clearly meant to spur upgrades from pre-5G iPhone models, and it will hold Apple over until more significant iPhone changes arrive over the next few years...
That means the iPhone 13 is a safe upgrade for anyone with an iPhone 11 or earlier. But it’s a harder sell if you have the iPhone 12—a massive update that had a revamped design and 5G support. The newest phone just gets some tweaks.
Apple will have to get more dramatic with next year’s overhaul, especially as competition mounts. Samsung Electronics Co., Google and others are now unleashing their best. Samsung is pushing foldable phones, and Apple is working on its own foldable device that it could release in a few years.
The minor changes this year also mean that Apple’s engineers were working behind the scenes on bigger things that will take more time. With the iPhone 14, you can expect new entry-level and Pro models and a complete redesign. Until then, enjoy the iPhone 13—or just stick with the iPhone 12.
My take: Note that unlike Ming-Chi Kuo, Gurman had the grace to wait until after the release of the iPhone 13 before declaring it was time to start talking about the iPhone 14.