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This shouldn’t be surprising. They switched to a three year cycle with the iPhone 6/6s/7 design. I always figured the notch wasn’t going anywhere for three years minimum—but maybe they’ll shrink it.
 
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I'm interested to see if they end up going with iPhone X2 or iPhone 11.
The logical assumption would be iPhone 11 and 11 Max. The wildcard will be the name for the Xr successor. It probably will look the same as the Xr.
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2018 is kind of an S year, and kind of not.

The 5.8" XS is definitely an "S" year model. Or maybe we should say, an "s" year model. Most people won't notice the speed bump over last year's A11, which itself still feels extremely fast. The only change of note is the improved camera. But every year the iPhone camera gets better - it's a given.

But the Max is Apple's first Plus-sized OLED phone. If you're not into big screen phones, then this probably isn't a big deal. But if you like big screen phones, that's a really meaningful improvement over last year's X.

And of course, the Xr is a brand new model, in a brand new form factor. There's nothing "S-year" about it.

--

If Apple keeps the same 3 form factors for 2019, I'm wondering what Apple will do to distinguish them from the 2018 models. Of course, there will be a faster chip and improved cameras - that's a given, but that's no different from any other year.
I think Apple knows from a marketing perspective they need to make the iPhone 11 more distinguishable to the X/Xs than the iPhone 7 was compared to the 6/6s. From the back, it will be three lenses compared to two and on the front, the notch could be significantly smaller, nearly nonexistent. Until a foldable smartphone comes along, there’s only so much Apple can do with the current form, but in order for it to stand out in all of those expensive commercials this time next year, they’ll try more than they did with the iPhone 7. When you’re paying over $1,000 for an iPhone, you want it to look different from the X you bought two years earlier.
 
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Yeah this design is likely to stick for another year for sure and possibly another year after that. I wish they would just call it iPhone though. The naming is just silly now.

I don't think this year was exactly a simple S cycle.The Max being a different size is a big product differentiation from the original X. The XR is a completely new beast. If only the XS was released then I would agree it is a simple S year. For the people that want a redesign next year, you are in for disappointment. Look how long it went with the last models.

now can somebody howl "bring back the SE"?
 
The fact that literally no one (including apple, it seems) has a clue what next year's phones will be called is a pretty sad reflection on how their naming schema has just completely gone down the pipes. I've put far too much thought into it and honestly I have no clue what the hell is gonna happen next year with the names
Woah relax guy. I hate how you all keep saying apple does not know what their next iPhone name is.

Do you guys really think, the company that spent 5 years planning the iPhone X, The company that was working on the apple watch 3 years before the original was released.... Do you really think that company would not have the next 20 years of iphone names planned out?

You have to be real silly to think Apple did not think of the next iphone names in advance. Im betting they have the next 20 years of names planned out by the marketing team.
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When Apple introduced the X, Tim Cook called it the iPhone of the next 10 years, or something to that effect. I took that as drastic redesigns would be coming slower in the future. I foresee the current design sticking for around 3-4 years.
I agree completely, People have to realize the era of phone redesign is dead. Its a game of OS now since bezels are disappearing.

Also people need to stop associating phones with innovation. No, you are not going to see anymore innovation in phones so stop waiting for it.

The original iPhone is innovation because it changed the meaning of what a personal device / cell phone was.

The apple watch is an innovation because it changed what the definition of a smart watch was (versus just being a calculator)

The iPad was an innovation and still is because it is shaking up our definitions of a personal computer.

Apple needs to introduce a new product line which to replace the current notions of what a personal device is.

implants maybe?
 
That Xr is about to sell like hot cakes. As someone who owns a third party repair shop I’m thankful because those OLED screens are so expensive that people who don’t have some form of insurance just live with the crack and don’t fix them. We don’t do a lot of iPhone X repairs.
Yep the prices for OLED screen repairs have always been expensive. I remember my husband broke the screen on his iPhone 4. We took it to a third party shop and they replaced it for about £40. A few months later he upgraded to the galaxy S3. He went to the same shop to buy a screen protector and case and the guy warned him not to break the screen. He said it would cost about £400-£500 to replace and said to him if you don’t have insurance for this phone and you break it you’re finished.
 
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This shouldn’t be surprising. They switched to a three year cycle with the iPhone 6/6s/7 design. I always figured the notch wasn’t going anywhere for three years minimum—but maybe they’ll shrink it.
I dont really consider the x a new style of design its just an evolution of the 6 design. if they continue it next year it will be 5 year old design.
 
Might as well add to that rumor:
  • Keep the same CPU but rename it so it looks like an upgrade
  • Same storage options
  • Same camera
  • Increase the price slightly
  • More emoji
 
That Xr is about to sell like hot cakes. As someone who owns a third party repair shop I’m thankful because those OLED screens are so expensive that people who don’t have some form of insurance just live with the crack and don’t fix them. We don’t do a lot of iPhone X repairs.
Just curious what’s it cost you as a 3rd party repair shop for an OLED screen?
 
Woah relax guy. I hate how you all keep saying apple does not know what their next iPhone name is.

Do you guys really think, the company that spent 5 years planning the iPhone X, The company that was working on the apple watch 3 years before the original was released.... Do you really think that company would not have the next 20 years of iphone names planned out?

You have to be real silly to think Apple did not think of the next iphone names in advance. Im betting they have the next 20 years of names planned out by the marketing team.
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I agree completely, People have to realize the era of phone redesign is dead. Its a game of OS now since bezels are disappearing.

Also people need to stop associating phones with innovation. No, you are not going to see anymore innovation in phones so stop waiting for it.

The original iPhone is innovation because it changed the meaning of what a personal device / cell phone was.

The apple watch is an innovation because it changed what the definition of a smart watch was (versus just being a calculator)

The iPad was an innovation and still is because it is shaking up our definitions of a personal computer.

Apple needs to introduce a new product line which to replace the current notions of what a personal device is.

implants maybe?

Here's what John Gruber of Daring Fireball had to say on iPhone naming, and I agree with his sentiment:
My only guess—and again, a genuine guess, because I’m telling you, they do not like to talk about why they choose the product names they do—is that they don’t care that millions of people will pronounce them ex-arr and ex-ess. They don’t care that ex-ess sounds like “excess” even though it’s used in the name of a cell phone that costs almost $1500. They think the X’s look cool and they go with their guts and that’s all there is to it.

I can totally buy this analysis: Apple is a company made out of people, and people generally don't provide motive for their decisions: they act based on their intuitive gut feelings. There were rumors that Apple hadn't decided on the names of the 2018 iPhones until a few months or so before the announcement.
 
I dont really consider the x a new style of design its just an evolution of the 6 design. if they continue it next year it will be 5 year old design.
I consider it a new design. Glass back, no home button which completely changes the way you move through iOS, bigger display, stainless steel frame, camera orientation change, new display technology which affects the look when on, etc. I would argue that the iPhone 5 looks more like the iPhone 6 than the iPhone 6 looks like the iPhone X. We're nearing the end of the road for what you can do with smartphone design. There are only so many things you can do with a front that is all glass display and a rear that only has cameras. The next hump to get over is a foldable display—an iPhone that unfolds into a small iPad. That's going to be a while and add even more cost to the iPhone and/or fragment it into another higher end model. The other direction is augmented reality wearables which will also take a while because nobody wants to wear something clunky. So for now we're stuck with slabs of glass for the foreseeable future, and with Qi charging, I'm not sure if they'll even be able to change the back design very much.
 
I consider it a new design. Glass back, no home button which completely changes the way you move through iOS, bigger display, stainless steel frame, camera orientation change, new display technology which affects the look when on, etc. I would argue that the iPhone 5 looks more like the iPhone 6 than the iPhone 6 looks like the iPhone X. We're nearing the end of the road for what you can do with smartphone design. There are only so many things you can do with a front that is all glass display and a rear that only has cameras. The next hump to get over is a foldable display—an iPhone that unfolds into a small iPad. That's going to be a while and add even more cost to the iPhone and/or fragment it into another higher end model. The other direction is augmented reality wearables which will also take a while because nobody wants to wear something clunky. So for now we're stuck with slabs of glass for the foreseeable future, and with Qi charging, I'm not sure if they'll even be able to change the back design very much.
No idea how you think a squared off design resembles a rounded curve design. The 5 looks nothing like the 6 phones.
The 6 design and the x is the overal shape is the exact same. Curved glass and edges.
The x is just an evolution of the 6 design it’s not a new form factor even though some things move and glass is added. Still same curbed glass/ design shape.
Form factor changes are 3-4, 4-5(5was unibody 4 was sand which style with with glass and mid frame), then the 6 and up.
 
Given the performance, I would probably get Xs Max in 2019 after the new one comes out at a discount of $100 off or someone selling theirs to upgrade. Phones are just too expensive now when they should be between $750-$850 new. No reason to have the latest especially after the latest iOS release has made my iPhone 7+ considerably snappier.
 
No idea how you think a squared off design resembles a rounded curve design. The 5 looks nothing like the 6 phones.
The 6 design and the x is the overal shape is the exact same. Curved glass and edges.
The x is just an evolution of the 6 design it’s not a new form factor even though some things move and glass is added. Still same curbed glass/ design shape.
Form factor changes are 3-4, 4-5(5was unibody 4 was sand which style with with glass and mid frame), then the 6 and up.
Okay then, what do you want? The iPhone 5 was never as comfortable in hand. Should they just keep alternating between square edges and round edges ad infinitum? I’m talking about actual meaningful changes here, not the shape of the edge. The iPhone X is the biggest design change in ages and I think most people here would agree with that assessment. I’ve owned them all.
 
When Apple introduced the X, Tim Cook called it the iPhone of the next 10 years, or something to that effect. I took that as drastic redesigns would be coming slower in the future. I foresee the current design sticking for around 3-4 years.
I agree completely, People have to realize the era of phone redesign is dead. Its a game of OS now since bezels are disappearing.

Also people need to stop associating phones with innovation. No, you are not going to see anymore innovation in phones so stop waiting for it.

The original iPhone is innovation because it changed the meaning of what a personal device / cell phone was.

The apple watch is an innovation because it changed what the definition of a smart watch was (versus just being a calculator)

The iPad was an innovation and still is because it is shaking up our definitions of a personal computer.

Apple needs to introduce a new product line which to replace the current notions of what a personal device is.

implants maybe?
Apple takes the lead again in predictability. Shareholders do not want giant companies to take any risks. Tim can’t afford that
 
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My question would be, does the Xs and the X Max get lowered in price to be sold along with 2019 models or do they get replaced, meaning Apple keeps the high end prices and margins from now on and the 8 becomes the SE and the XR is the mid range.

I think the Xr will have a price drop in order to replace iPhone 8 but I'm not sure about the OLED models being sold at a lower price point.
Think about current lineup. Would the iPhone X have a place in it? I don't think so, it would cost more than the Xr with a worse SoC and a worse camera.
My guess is they'll continue to have the Xr for at least another year as their "entry level" and keep the OLED models at current price points.
Eventually the Xr will gain OLED and I wonder how they'll differentiate between the models, having only the dual camera doesn't justify more than $100 to me.
 
Okay then, what do you want? The iPhone 5 was never as comfortable in hand. Should they just keep alternating between square edges and round edges ad infinitum? I’m talking about actual meaningful changes here, not the shape of the edge. The iPhone X is the biggest design change in ages and I think most people here would agree with that assessment. I’ve owned them all.
Ive owned them back to the 3g in 08. I didn't think the 5 was uncomfortable to hold at all. ID personally love the next design change to bring back squared edges and flush glass. They can make the glass flush under the side band unlike iPhone 4 design. It should be much more durable with no glass exposed and I just honestly miss the squared design. Ive gone careless since iPhone 4 and I loved that flat design over the curved edges. My x is slippery as hell.
 
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