Apple CEO Tim Cook has blamed too many leaks and says they’ve created a stall in sales for Apple iPhones currently on the market. He believes that anticipation of the iPhone 8 has shoppers holding onto their phone funds in hopeful anticipation that summer will fly by and the September reveal and pre-order will be upon us in no time.
So, Apple is blaming the media for whipping shoppers up into a frenzy hoping for The Next Big Thing, which Apple has basically failed to produce since 2014. The all-glass, OLED display will be 5.8 inches and no longer have a home button. Many potential buyers hope the new iPhone will be worth waiting for. And waiting. And waiting.
Which bring us to our next point: the closer we get to the reveal date, the less likely pre-orders will be available the following week, or even the following month, or, as some predict, not until 2018. Whispered murmurs of supply shortages, obtainable only at significantly higher prices (up to 60% more by some reports) and technical challenges top the list of reasons. Do we believe them? Maybe. What better way to make people willing to pay a hefty sum and wait almost patiently than to tell them they can’t have it?
On the other hand…
Global financial services analyst Steven Milunovich, of USB, has said that the new Apple iPhone will be priced competitively, starting at $850 for the bottom storage tier and capping at over $1k only for the third tier storage models.
Given that Samsung has offered their 5.8 and 6.2 inch S8 and S8 Pus for $750 and $850, respectively, Apple has had to rethink their pricing structure to stay in the market range.
The truth is, it isn’t Apple’s loyal fan base which is so easily swayed by competitor’s pricing. It’s the untapped market where the real potential lies. Obviously, once a company starts offering wireless charging and unmatched speed, consumers will fall upon the product like a pack of hungry wolves. ‘True Tone’ ambient light sensors mean the new iPhone will measure and match the light in the room to create a comfortable viewing experience. This is currently a much-valued offering on the iPad Pro.
In addition, Apple is still working on other revenues through Apple Pay, AppleCare, and Apple Music. None of these are truly groundbreaking, though, which is what consumers have come to expect from Apple, so their revenue is going to have to wait until the new iPhone.