The naming of iPhone 8 drops the cadence and makes it clearer that iPhone 8 will be a significant generational jump. This year’s parallel introduction of a brand new iPhone 8 next to a premium new iPhone X edition also allows Apple to maintain its current pace while also allowing it to introduce a brand new future forward offering appealing to buyers who’ll spare no expense to get the best technology possible. The biennial redesign of iPhone cases is going away as the iPhone’s case doesn’t need to arbitrarily change every 2 years. Critics who once insisted that the only way forward for Apple was an enormous price erosion of its $650 base iPhone were efficiently silenced when Apple introduced the $650 iPhone 6 alongside a $750 iPhone 6 Also, because that move helped to increase both Average Selling Prices and unit volumes.
In contrast, Apple’s parallel introductions of lower priced iPhone models, first with iPhone 5c and later with iPhone SE, served a purpose, but did not have nearly the impact on future sales or demand as its premium Plus models, which keep getting more popular every year. If Apple had listened to the Go inexpensive pundits, it’d have watered down the iPhone brand and ceded the high end phone market to rivals. Only after Apple decided to win smartphone wars did Huberty change his track, but even then she kept anticipating that Apple will slash iPhone prices to increase Market share. At the summer of 2011, as Bloomberg and Wall Street Journal were incorrectly predicting that Apple would launch a brand new iPhone mini Half the size of iPhone 4, Chris Whitmore of Deutsche Bank similarly declared is time for a middle range iPhone, priced between $300 and $500. Most analysts covering Apple voiced agreement.