Apple to launch three new iPhone Xs
APPLE is not only doubling down on the iPhone X, it’s tripling down.
The world’s most valuable company plans to launch three new phones soon that keep the edge-to-edge screen design of last year’s flagship, according to people familiar with the matter. The devices will boast a wider range of prices, features and sizes to increase their appeal, they said.
However, none of the three iPhones will be wholly new designs, as was the iPhone X last year or the iPhone 6 in 2014, with some inside Apple labelling the launch as an “S year”, a designation the company has given to new handsets that retain the previous design but add new internal features. The company is planning more significant changes for next year, they added.
The iPhone X wasn’t as big a hit as some Wall Street analysts hoped for before it was released last November. However, it still sold strongly and helped Apple to gain share in a smartphone market that has almost stopped growing.
Strategy
The upcoming phones, planned to be unveiled in September, show that the company is adjusting its strategy. Rather than luring millions of new iPhone users, Apple’s goal these days is steadily to raise average prices, while expanding the total number of active devices to support sales of accessories and digital services, such as streaming music and video.
“The iPhone is entering a period of 0-to-5 percent annual growth, and the things they’re doing this fall will keep them on that path,” said Gene Munster, a veteran Apple analyst and managing partner of Loup Ventures.
The “real sizzle” for investors remains the iPhone, because it’s the hub for almost all Apple’s other offerings, such as the Apple Watch, AirPods, and Apple Music, Munster added.
Apple spokesperson Trudy Muller declined to comment.
In early 2016, the company reported a new milestone: 1 billion active devices. By early this year, that number had grown to 1.3 billion. The three new iPhones due next month have a good chance to add to this important foundation of the company’s future.