Well, what about the new line of iPhones? Just this week I ran into three headlines regarding Apple’s iPhone strategy. #1 moaned that Apple needs a cheaper phone. #2 cried that Apple needs a really expensive phone. #3 predicted three new iPhones for 2018– bigger, faster, cheaper.
Wide And Deep
If you ask me, and I know you didn’t– but you’ve read this far already so you might as well keep going– Apple’s iPhone line is new enough that technology pundits and Apple critics do not realize how wide and deep it is. Now.
At the low end is iPhone SE for $349 with color and storage options and it runs the latest, iOS 11.x and will run iOS 12 due later this year, so that means the old phone actually improves with age even as it sits in the box. Think of it as digital wine.
At the high end are three new models (four, if you count Product Red on iPhone 8). iPhone 8 and 8 Plus, and iPhone X at $1,149 fully equipped. The premium end of the iPhone’s premium line of phones runs the same– almost– iOS 11 that runs in the other models– iPhone 6s and 6s Plus, and iPhone 7 and 7 Plus.
That tells me Apple’s entire iPhone line is wide and deep. I count eight models with $800 separating the high end from the low end. The Apple critic– #1 above– who thinks Apple needs a cheaper phone points out good smartphones for $550 to $650. Apple has that group covered. He dismisses iPhone SE even though it runs pretty much all the same 2-million or so iOS apps that iPhone X runs.
#2 thinks Apple needs a really expensive phone, not a less expensive phone. More than $1,149? How about a satellite phone? That’s the idea.
To say that Apple should make a cheap phone in order to keep up with Android market share is madness.
I wouldn’t mind a less expensive iPhone that still ran the latest iOS but with a screen bigger than iPhone SE.
It’s like saying Ferrari should make a low-cost family car to keep up with Toyota. It’s like saying Starbucks should make cheap, low-quality coffee in a can to keep up with Folgers. It’s like saying Nordstrom should open a floor of cheap, discount clothing to keep up with J.C. Penny (sic).
Why don’t anti-Apple ranters and critics understand that? iPhone is an aspirational brand that seems to be doing well. Apple’s strategy is not to sell the cheapest phones.
#3, unnamed, thinks Apple will introduce new phones in 2018. Uh huh. Sure. You know, like last year.
Apple Inc. is preparing to release a trio of new smartphones later this year: the largest iPhone ever, an upgraded handset the same size as the current iPhone X and a less expensive model with some of the flagship phone’s key features.
You know, kinda, sorta, mostly as Apple did in 2017. Three new phones. Three different customer targets.
Apple wants to appeal to the growing number of consumers who crave the multitasking attributes of so-called phablets while also catering to those looking for a more affordable version of the iPhone X
Translation: Goodbye, iPad mini. Hello Face ID.
Since Apple, Inc. owns about 85-percent of the entire smartphone industry’s profits with a line of eight iPhones, it seems to me that whatever strategy the company has employed in recent years has worked very well.