Analyst house says staggered launch very likely

Jul 16, 2018 06:54 GMT  ·  By

Apple is expected to take the wraps off three different iPhones in September, and the new lineup would include a more affordable model that could eventually generate a supercycle.

But according to analyst firm Baystreet Research, the cheaper iPhone won’t arrive at the same time with the other two more expensive siblings for a very simple reason: Apple wants to avoid cannibalization in the revised iPhone lineup.

Basically, the Cupertino-based tech giant is afraid that releasing all three models simultaneously would affect sales of the premium iPhone X and iPhone X Plus, as most buyers would choose the more affordable configuration.

Analysts say that “a staggered launch supports the more expensive OLED variants in September and October and allows for distinct marketing windows for the OLED vs LCD devices.”

Double-edged sword

While this strategy makes sense at first glance, it could eventually prove to be a double-edged sword for Apple.

Holding back the more affordable model may indeed boost sales of the premium configurations, but at the same time, it might also push a substantial number of customers to delay their purchase until this particular version goes on sale. This means new iPhone generation sales could be impacted by the deliberate delay, eventually recovering when the cheaper version hits the shelves.

All three iPhones this year will be based on the design introduced by iPhone X, using Face ID and a notch instead of a home button and Touch ID. The more affordable version, however, will use an LCD screen instead of OLED, and could also launch with a single camera and without 3D Touch. It’s expected to cost around $699.

As with every new Apple product unveiling, all official details are completely secret, so it remains to be seen if this is indeed the strategy that the company wants to embrace or not.