KGI: Apple to Discontinue iPhone X Rather Than Sell at Lower Price When Second-Generation Model Launches

[MacRumors]

Apple will discontinue the first-generation iPhone X when the second-generation model launches later this year, rather than bump the device down its smartphone lineup for lower than $999, according to KGI Securities analyst Ming-Chi Kuo, who clarified his earlier prediction with a follow-up research note today.

Kuo said that Apple keeping the current iPhone X in its smartphone lineup for a reduced price, such as $899, would likely cannibalize sales of the mid-range 6.1-inch iPhone with Face ID and a LCD display that he expects to launch in the second half of 2018 for between $650 and $750 in the United States.

An excerpt from Kuo's research note obtained by MacRumors on Monday:

iPhone X would hurt product brand value & lineup of 2H18 new models if it continues to sell at a lower price after 2H18 new models launch: Lowering iPhone X's price after the 2H18 new models launch would be a negative to product brand value given 3D sensing and OLED display are features of the new high-price model. Additionally, to sell iPhone X at a lower price may have a negative impact on shipments of the new 6.1" LCD iPhone in 2H18. Thus, we estimate iPhone X will reach end-of-life (EOL) around the middle of 2018.

If accurate, Apple's smartphone lineup later in 2018 would consist of the second-generation 5.8-inch iPhone X, which will likely remain $999, a larger 6.5-inch version dubbed iPhone X Plus, and the mid-range 6.1-inch iPhone. Below that would likely be iPhone 8, iPhone 7, and iPhone SE models.

Here's how Apple's new iPhone lineup could look:

o iPhone SE: $349
o iPhone 7 and iPhone 7 Plus: $449 and $569
o iPhone 8 and iPhone 8 Plus: $549 and $669
o 6.1-inch iPhone with Face ID: $649 or $749
o 5.8-inch second-generation iPhone X: $999
o 6.5-inch second-generation iPhone X Plus: $1,099

Article Link: KGI: Apple to Discontinue iPhone X Rather Than Sell at Lower Price When Second-Generation Model Launches

 

[Mad Mac Maniac]

This would make sense. Keep the X line premium, especially when you still have plenty of other models to fill the lower end

 

[MacDawg]

Honestly, makes no difference to me one way or the other

 

[Menel]

Yea if they really are releasing 3 new phones for different price levels... there's no reason to keep last years premium

 

[MedRed]

Just don't make me have to get a bigger phone to have the best features.

 

[Böhme417]

Or, lower the price of the new one by $100-200.

 

[RightMACatU]

already thinking of X'ing out the X.

 

[acctman]

So the iPhone X will become a collectors item

 

[Baymowe335]

Completely makes sense to not have too many premium SKUs.

 

[jav6454]

Unexpected, but as his phone is quite expensive, I can already hear the cries of foul if they drop the price on this.

 

[MacDawg]

already thinking of X'ing out the X.

"Ten-ning out the Ten"? I don't get it

 

[Rogifan]

So he doesn’t know he’s just guessing. But every rumor site will treat it as breaking news fact.

 

[az431]

In other news, Honda will discontinue 2017 Civic when 2018 Civic is released.

 

[BootsWalking]

The iPhone X and it's notch will become a collectors item, like the Ford Pinto and its gas tank.

 

[zedsdead]

Sounds very similar to the iPhone 5s year.....keep high end model updated, and replace last years with a new model (iPhone 5c)...this year instead of the 5c it’ll be that 6.1” model.

 

[BootsWalking]

In other news, Honda will discontinue 2017 Civic when 2018 Civic is released.

Except Apple is still selling an iPhone model from 2015 (iPhone 6s), so your analogy doesn't apply.

 

[Xavier]

Keeping this line at +$1,000. And people will buy it, as they already have.

 

[dontwalkhand]

already thinking of X'ing out the X.

Pronounced “Exing out the ten” or even “crossing out the ten”

 

[TheTruth101]

I hate my iPhone X, damn I got one. I have been so careful not falling into any Apple scam product and I felt into this one.

 

[RickInHouston]

"Ten-ning out the Ten"? I don't get it

You are one of the handful of people that refer to it as the ten and not 'ex'. Understandable.

 

[Deacon-Blues]

iPhone X will be like the PowerMac Cube. Gorgeous, expensive, and short lived.

 

[jonnysods]

This surprises me. When was the last time they ever did this? First gen iPhone?

 

[nwcs]

Just don't make me have to get a bigger phone to have the best features.

Unfortunately this is what happens when the market is mature and average selling price needs to go up. Personally, I would absolutely love an X style treatment in the iPhone SE style casing.

 

[partydorm]

Thank god the amusing notch and ugly hump will be long gone, and Tim Cook you are next.

 

[Machead2012]

Haven't pulled the trigger to upgrade to the X but my GF hates it as do many friends.
Always felt that It would be an overrated dud compared to past models... especially at the over inflated price.
For now I will keep rocking my lagging 6Plus w weak battery.
Staying that way for now.