Apple’s September product unveiling is getting closer and closer, ticking like a time bomb for a company that’s introducing three new smartphones that still don’t have a name.
While some analysts have suggested that Apple was planning on getting rid of the iPhone X entirely, creating new and cheaper devices in the meantime, a report from Bloomberg claims that the company is doing just the opposite, taking inspiration from the iPhone X and releasing three phones that borrow heavily on it. The original iPhone X didn’t sell as well as Apple had expected, but it did have some features that inspired the tech world, such as Face ID and it’s notchless design, which are supposed to be incorporated in all of Apple’s 2018 smartphones.
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The report from Bloomberg claims that 2018 will be an S year for Apple, meaning that the new phones will be different iterations of previous devices, and that big changes will occur next year. Cue the eye roll, because that’s what Apple promises every year.
Apple is also planning on switching up their long term strategy. Instead of luring in new customers by offering dazzling features, they’re trying to keep their old and faithful users happy by developing an operating software with fewer bugs and batteries that don’t get damaged when your phone gets old. The company is also working hard to develop other aspects of their business aside from their smartphone sales, focusing on their Apple Watches, AirPods, and subscription services like Apple Music.
Another issue that Apple is reportedly having trouble with is naming their devices. Bloomberg reports that several names have been thrown around, including the “iPhone Xs” for their most expensive smartphone, suggesting that it’s an upgrade from last year’s iPhone X. Apple supposedly wants to avoid tacking on the “Plus” label onto their new phones, a big thing they’ve been doing since 2014, and doesn’t really know what to do in terms of differentiating each device now that all of them are iterations of the iPhone X and aren’t continuations of the iPhone 8.
We’ll have to wait until next month to see these new iPhone names, which we’re sure will be just as generic as the names that all other established smartphone companies come up with.