Despite Apple trying its best to keep important details about its next-gen iPhone lineup under wraps, the leaks have not slowed down at all in the past few years. Despite the company’s best efforts, the leaks have only increased. As an example, last year a rogue Apple employee released an iOS 11 GM which had confirmed the launch of the iPhone X and an LTE-enabled Apple Watch.
Even this year the key details regarding Apple’s upcoming iPhone have leaked again and with the release of a marketing image of a revamped iPhone X along with a larger iPhone X model. To add more to this, it has been since learned that the next-gen iPhone X will be dubbed as the iPhone XS, whereas the gargantuan 6.5-inch iPhone will be dubbed as the iPhone XS Max. What is still unclear is that how Apple plans to price the trio of iPhones it will be unveiling next Wednesday.
If we can safely believe some rumors, Apple’s 2018 iPhone pricing matrix will align very closely with what we saw last year. Specifically, the 6.1-inch iPhone will reportedly be priced at around $699 and the 5.8-inch iPhone XS at approximately $799. The 6.5-inch iPhone XS Max is expected to be priced at $999. These certainly are very attractive price points. However, there is also a speculation that iPhone pricing this year will be higher than what many are anticipating.
To this point, a new research note from Bank of America Merrill Lynch (via CNBC) has relayed that the 6.1-inch iPhone variant might be priced close to $799. About the other phones, the iPhone XS and iPhone XS Max may be priced at $999 and $1,049, respectively.
Bank of America analyst Wamsi Mohan wrote that iPhone pricing is likely higher than embedded in consensus. He added that although investor expectations are for some moderation in pricing for 2019 models, he expects that Apple will continue to price the iPhones for value, and this should drive upside to consensus estimates.
There is no doubt that it would be nice if Apple prices its 2018 iPhone lineup aggressively, but Apple has never been shy about placing a premium price tag on its products. The success thatApple saw with the iPhone X certainly proves that consumers have no problem spending above $1,000 to get the latest and greatest mobile technologies Apple has to offer at present. The truth is, as long as Apple’s 6.1-inch LCD model is somewhat affordable, it would not really matter how pricey its iPhone XS models are.