Ming-Chi Kuo Returns With 2018 iPhone Details: Lower Pricing, September Launch for All Models

Well-known Apple analyst Ming-Chi Kuo has returned today with his first Apple-related research note for his new firm TF International Securities. According to Kuo, Apple's pricing strategy will be "more aggressive" for the three iPhones rumored for September 2018, an effort to boost shipments of the models this year.

2018iphonerenderings2


One of the main reasons Kuo says is behind the aggressive pricing strategy is Apple's "concern over the negative impact of a higher price" for its 2018 iPhones. Last year, the company received some blowback on the top-tier pricing of its iPhone X, which began at $999 in the United States for 64GB.

Now, Kuo states that the 6.5-inch OLED "iPhone X Plus" will be $900-$1,000, the second generation OLED iPhone X will be $800-$900, and the new 6.1-inch LCD iPhone will be $600-$700. Kuo reiterates that all 2018 iPhones will have a full-screen design and Face ID. The analyst also outlined more reasons behind Apple's new pricing strategy:

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.

Secondly, Kuo believes that Apple will announce all three new iPhone models at an event in September. Furthermore, all three iPhones will launch in September, including the LCD model which some reports have previously pegged for a November debut.

This is Kuo's first research note since departing KGI Securities in April. At the time, it was believed he would lessen his focus on Apple to look at other emerging industries, but it seems we can still expect reports on Apple and its supply chain from Kuo.

Related Roundup: iPhone XS

Top Rated Comments

nabeel24 Avatar
36 months ago
There goes my iPhone X’s resale value.
Score: 25 Votes (Like | Disagree)
Chuck Kostalnick Avatar
36 months ago
Today might as well be Christmas! WWDC in a few hours and Ming-Chi Kuo returns!
Score: 14 Votes (Like | Disagree)
hlevolve Avatar
36 months ago
I still love my iPhone X
Score: 13 Votes (Like | Disagree)
alex00100 Avatar
36 months ago
Don't get it why people don't like this guy here, his reports are always spot on.
Score: 11 Votes (Like | Disagree)
KYFTang Avatar
36 months ago
Can we please have at least just 1 small phone model... It's annoying how phones keeps increasing in size... 6.5 inch what the .......
Score: 10 Votes (Like | Disagree)
Dennison Avatar
36 months ago
I think this is definitely accurate, and great news for all of us consumers. Apple is giving all price points some relaxation, AND giving us curvy screens with Face ID on all of the newest models. Christmas in September!

This is what a former employee had to say about this article:

Attachment Image
Score: 7 Votes (Like | Disagree)

Top Stories

microsoft edge ios android

Bill Gates Says His Preference for Android Over iPhone is Due to Pre-Installed Software

Friday February 26, 2021 3:35 am PST by
Microsoft co-founder Bill Gates this week participated in his first meeting on Clubhouse, the increasingly popular invite-only conversation app, where he fielded a range of questions as part of an ongoing book tour. Gates was interviewed by journalist Andrew Ross Sorkin, and given that the Clubhouse app is currently only available on iOS, naturally one of the questions that came up was...
Top Stories 47 Feature copy

Top Stories: MacBook Pro, iMac, and AirPods Rumors, macOS 11.2.2, MagSafe Wallet Revisited

Saturday February 27, 2021 6:00 am PST by
March is right around the corner, and that means our first good opportunity for Apple product launches in 2021 as the company frequently has significant launches in March or April each year. We're hearing rumors about MacBook Pro, iMac, AirPods, and more, although many of these will be coming out at different times over the course of the year. This week also saw a macOS update to address a ...
iphone 6 in hand

Apple Faces Another iPhone Lawsuit Over 'Programmed Obsolescence'

Monday March 1, 2021 6:44 am PST by
Apple faces a new class-action lawsuit that accuses it of deliberately releasing iOS updates that slowly reduce the performance of an iPhone, forcing customers to upgrade their devices. The lawsuit comes from the Portuguese Consumer Protection Agency, Deco Proteste (via Marketeer), which in a statement says that it will proceed with a case against the Cupertino tech giant because it...
maxresdefault

HomeKit Essentials Worth Checking Out

Saturday February 27, 2021 7:05 am PST by
HomeKit was slow to take off after its 2014 launch, but now that it's been around for seven years, there are hundreds of HomeKit products available, ranging from doorbells and speakers to TVs, lights, and cameras. In our latest YouTube video, we rounded up some of our favorite HomeKit products that we find most useful. Subscribe to the MacRumors YouTube channel for more videos. HomePod...
First Look Big Sur Feature2

Apple Releases macOS Big Sur 11.2.2 to Prevent MacBooks From Being Damaged by Third-Party Non-Compliant Docks

Thursday February 25, 2021 10:07 am PST by
Apple today released macOS Big Sur 11.2.2, the fourth update to the macOS Big Sur operating system that launched in November. macOS Big Sur 11.2.2 comes two weeks after the release of macOS Big Sur 11.2.1, a bug fix update. The new ‌‌‌‌macOS Big Sur‌‌‌ 11.2.2‌ update can be downloaded for free on all eligible Macs using the Software Update section of System Preferences....
iphone 12 pro display video

iPhone 13 to Include 1TB Storage Option and LiDAR Across the Board, Says Wedbush Analyst

Monday March 1, 2021 4:00 am PST by
Apple's forthcoming iPhone 13 could include a 1TB storage option for some models and LiDAR Scanners across the entire lineup, according to a report from Wedbush analysts. In a new note to investors, seen by MacRumors, Wedbush analyst Daniel Ives said that initial Asian supply chain checks gave the firm "increased confidence" that Apple's 5G-driven product cycle would extend well into 2022,...
flat mbp 14 inch feature yellow

Redesigned 14-Inch MacBook Pro Expected to Feature Brighter Mini-LED Display With Slimmer Bezels and More

Thursday February 25, 2021 7:48 am PST by
Apple plans to unveil new 14-inch and 16-inch MacBook Pro models with Mini-LED-backlit displays in the second half of this year, according to industry sources cited by Taiwanese supply chain publication DigiTimes. The report claims that Radiant Opto-Electronics will be the exclusive supplier of the Mini-LED backlight units, while Quanta Computer is said to be tasked with final assembly of the...
mac mini developer transition kit photo feature

Apple Requiring Developers to Return DTK Mac Minis by March 31

Friday February 26, 2021 3:57 pm PST by
Apple today sent out emails to developers who are in possession of a Developer Transition Kit, asking them to return the machines by March 31. The Developer Transition Kits are Mac minis with A12Z chips that Apple provided for development purposes ahead of the release of the M1 Macs. Apple in the emails provided developers with shipping instructions, and plans to begin collecting the DTKs...
iphone 12 120hz thumbnail feature

Kuo: iPhone 13 Lineup to Feature Smaller Notch and Larger Batteries, 120Hz Display for Pro Models, and More

Monday March 1, 2021 7:50 am PST by
iPhone 13 models will all feature a smaller notch, while the two Pro models will be equipped with low-power LTPO display technology for a 120Hz refresh rate, analyst Ming-Chi Kuo said today in a research note obtained by MacRumors. Several other sources have previously claimed that some iPhone 13 models will support a 120Hz refresh rate, including display industry analyst Ross Young, leakers ...
unc0ver version 6 release

Jailbreak Tool 'unc0ver' 6.0.0 Released With iOS 14.3 Compatibility

Sunday February 28, 2021 9:26 am PST by
The team behind the "unc0ver" jailbreaking tool for iOS has released version 6.0.0 of its software, which can allegedly be used to jailbreak any device running iOS 11.0 through iOS 14.3 using a kernel vulnerability. The unc0ver website describes how the tool has been extensively tested across a range of iOS devices running various software versions, including an iPhone 12 Pro Max running iOS ...