Apple’s new iPhone, a strategic mistake?

This article is based on rumours, but I felt it was worth writing about it.

If we believe the latest rumours, then we can expect Apple to launch in September two updated iPhones – iPhone 7S and 7S Plus – as well as a completely re-designed iPhone – iPhone 8/X/whatever (I’ll call it iPhone 8/X below). iPhone 7 and 7S Plus are expected to be evolutions of the current models, whereas the new iPhone is expected to be substantially different. If you wish to know about all the latest rumours, I suggest you check out iMore .com’s article .

rumoured-iphone-8

On the one hand, it is exciting to see that Apple is finally pushing design innovation after 3 generations of upgrades, but at the same time I can’t help but think it shapes up to be an unfortunate move. Allow me to explain.

The current iPhones are already expensive phones. People pay for them, because they prefer to use them, but their biggest complaint is always price. When compared to the rest of the smartphone world, you can see below that the current iPhone 7 and 7 Plus are already quite a bit above what an Android user pays. And the new iPhone may well start above 1.000 dollars.

smartphone-price-ranges

I would argue that iPhones do command a premium – given their good user experience, quality hardware and top-notch after sales service – however, on the design front I am afraid that they are not state of the art anymore. If the current iPhones need anything at all, it would be a reduction in their footprint, i.e. improve the screen-to-body ratio.

samsung-galaxy-s7-edge-vs-apple-iphone-6s-plus

I was fortunate enough to try out a Samsung Galaxy S7 Edge, and wrote about the experience here . Although I think iPhones have great build quality, nice materials and so on, they can’t compare to what Samsung brings to the table. I found my iPhone 6S Plus dimensions/design to be very outdated.

I realise that with the regular iPhone 7 this is less of a problem, but the iPhone 7 Plus is quite an unweildy device. It would greatly benefit from shaving 4 mm of the width and 6–8 mm from the length. This would certainly result in a better user experience (all else being equal, of course).

Fortunately, it seems Apple agrees that they can do better, but it also seems that the “regular” iPhones will not benefit from this effort. The new design would be reserved for the new iPhone 8/X. And this is the reason I am calling this possible development quite unfortunate.

“Regular” iPhone users already pay a premium in the market. Is it not reasonable to expect Apple to update the design of these immensely profitable phones after 3 generations of limited changes? And not just expect a re-designed iPhone for an even higher price. I think that development would be disappointing.

I realise that Apple can get away with it, but I just wish it were different. I am very keen to see how this all plays out.

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