As September approaches, so too does the release of new iPhones from Apple. A report from Bloomberg provides a few more details about the new smartphones that we can expect from the tech giant this fall, along with insight into Apple's overall strategy. The main rumors still stand: Apple is expected to debut three new iPhones in September with the goal of diversifying its product line with various device sizes and prices to attract new customers.
The report suggests Apple will reveal a new high-end iPhone with a display close to 6.5 inches, which would make it the largest iPhone ever. It would also be the second iPhone to have an OLED display, a premium feature to be carried over from last year's iPhone X. This handset will have a glass back, stainless steel edges, and the ability to show two apps side by side in split-screen.
Apple will update the current iPhone X with a faster processor and an upgraded camera. Otherwise, last year's flagship $1,000 smartphone should remain unchanged.
The third iPhone model will sit in between the 5.8-inch iPhone X and the new, 6.5-inch high-end smartphone in size, measuring 6.1 inches diagonally. This will be the affordable model that has been rumored for quite some time, featuring a cheaper LCD screen instead of an OLED panel. It will also come in multiple colors and have aluminum edges instead of the stainless steel ones found on the other two iPhone models. Constructing this handset with an LCD panel and aluminum will keep costs down, allowing Apple to keep the price of this model lower than the others.
All models will share some features that were introduced on the iPhone X: edge-to-edge displays, gesture control instead of the traditional home button, and Face ID.
"People familiar with the matter" name this year an "S year," meaning the forthcoming iPhones will look similar to those released previously but will contain internal improvements. A huge portion of customers will be looking at the new handsets' prices, as many were put off by the $1,000 price tag of last year's iPhone X.
Money business
It's unclear how the three new iPhones will be priced, but the new high-end handset will likely start at around $999. The new lineup represents a continuation of what Apple has been doing for years: slowly raising iPhone prices and hoping that multiple size and price variants will attract new customers.
In addition to more iPhone sales, Apple likely hopes that bringing in new iPhone customers will lead those same customers to buy more Apple products and services that are tied to iPhones—things like Apple Watches, AirPods, Apple Music subscriptions, and more. Apple's services business, which includes Apple Music, iCloud, the App Store, and others, has been a consistent bright spot for the company as iPhone sales steadily slow—the service sector rose 31 percent in Q3 2018 from the previous quarter, pulling in $9.54 billion.
Speaking of Apple Watches: the company is rumored to be releasing new models in September as well. The new Apple Watch, likely to be called the Apple Watch Series 4, will reportedly still come in its existing case sizes, but they'll all have larger, nearly edge-to-edge displays. It has been rumored that the new models will have better battery life as well.
Apple is also expected to refresh its iPad Pro lineup this fall. The new models will come in 11- and 12.9-inch sizes and will feature slimmer bezels around their displays. The home button will be removed as Apple brings its gesture control to the iPad, along with Face ID. Bloomberg's report notes that Apple is not planning to refresh the iPad Mini this fall. That device hasn't seen an upgrade since 2015.
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