The new firm TF International Securities has released its first Apple-related research note, produced by the analyst Ming-Chi Kuo. According to the well known analyst, Apple intends to utilise a “more agressive” pricing strategy with reference to the 3 rumored iPhone models thought to be for September 2018, hoping to boost shipments throughout the year.
Kuo has alledged that Apple’s concern over the negative impact of a substantially higher price has led Apple to adopt the more agressive pricing strategy, in which the 6.5-inch OLED iPhone X Plus will cost around $900 – 1,000 despite the iPhone X beginning at $999 for 64GB in the USA. The second generation OLED iPhone X will cost betwwen $800 and $900, whilst the new 6.1-inch LCD iPhone will cost $600 – $700. All 2018 iPhones will iclude the full-screen design and Face ID.
“We forecast that Apple will adopt a more aggressive price policy for the following reasons: (1) concern over the negative impact of a higher price in a mature smartphone market on selling momentum, (2) improved cost structure, which is mainly attributed to assembly yield improvements of end product & 3D sensing and cost reduction of components, and (3) increasing users of Face ID benefiting the promotion of the Apple service and ecosystem.”
Kuo also displayed his belief that all three new iPhone models will be launched in September, including the LCD model previously thought to have been lined up for launch in November.