Actually, I can see the logic if this were true. They can reposition themselves against the increased competition by diversifying the range and having a flagship phone packed with greater patent protected functionality and form.
Liquid metal, distance wireless charging, wireless headphone format etc. The sort of things that will not be so easy to be ripped off by the Chinese clones, or at very least, earn Apple extra patent income if they do.
Clearly they can’t get the tech ready in time for 2016, so the 10th Anniversary is a good excuse to change strategy. A cycle reboot something like this:
2016
iPhone 7 – Phone upgrade to the core product.
iPhone 7 XL - Phablet upgrade to core product.
2017
iPhone Pro – Liquid metal, wireless charging AMOLED curved super flagship.
iPhone SE2 – Small ,budget option for world market, using tech from the 7.
2018
iPhone 8 – Phone upgrade to the core product. Starts to take tech from the iPhone Pro.
iPhone 8 XL - Phablet upgrade to core product. Starts to take tech from iPhone Pro.
2019
iPhone Pro 2 – Newest patented tech flagship.
iPhone SE3 - Small budget option for world market, using tech from the 8.
2020
iPhone 9 - Phone upgrade to the core product. Starts to take tech from the iPhone Pro 2.
iPhone 9 XL - Phablet upgrade to core product. Starts to take tech from iPhone Pro 2.
A cycle like this would balance the income more effectively. Year 1 - Core product, high margin. Year 2 - Flagship and Budget, premium margin and low margin. It will utilise the components in an optimum manner and diversify the range, lowering the risk if one line is not well received.
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