Apple is not only doubling down on the iPhone X, it’s tripling down. The world’s most valuable company plans to launch three new phones soon that keep the edge-to-edge screen design of last year’s flagship, according to people familiar with the matter. The devices will boast a wider range of prices, features and sizes to increase their appeal, said the people, who asked not to be identified discussing unannounced products.
However, none of the three iPhones will be wholly new designs like the iPhone X was last year or the iPhone 6 in 2014, with some inside Apple labelling the launch as an “S year,” a designation the company has given to new handsets that retain the previous design but add new internal features. The company is planning more significant changes for next year, they added.
The iPhone X wasn’t as big a hit as some Wall Street analysts hoped for before it was released last November. However, it still sold strongly and helped Apple gain share in a smartphone market that has almost stopped growing. The upcoming phones, planned to be unveiled in September, show the company is adjusting its strategy.