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.
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.
Popular Stories
If you have been experiencing issues with wireless CarPlay in your vehicle lately, it was likely due to a software bug that has now been fixed.
Apple released iOS 18.4.1 today, and the update's release notes say it "addresses a rare issue that prevents wireless CarPlay connection in certain vehicles."
If wireless CarPlay was acting up for you, updating your iPhone to iOS 18.4.1 should...
Despite being more than two years old, Apple's AirPods Pro 2 still dominate the premium wireless‑earbud space, thanks to a potent mix of top‑tier audio, class‑leading noise cancellation, and Apple's habit of delivering major new features through software updates. With AirPods Pro 3 widely expected to arrive in 2025, prospective buyers now face a familiar dilemma: snap up the proven...
Apple's iPhone development roadmap runs several years into the future and the company is continually working with suppliers on several successive iPhone models simultaneously, which is why we often get rumored features months ahead of launch. The iPhone 17 series is no different, and we already have a good idea of what to expect from Apple's 2025 smartphone lineup.
If you skipped the iPhone...
Apple is preparing a "bold" new iPhone Pro model for the iPhone's 20th anniversary in 2027, according to Bloomberg's Mark Gurman. As part of what's being described as a "major shake-up," Apple is said to be developing a design that makes more extensive use of glass – and this could point directly to the display itself.
Here's the case for Apple releasing a truly all-screen iPhone with no...
While the iPhone 17 Pro and iPhone 17 Pro Max are not expected to launch until September, there are already plenty of rumors about the devices.
Subscribe to the MacRumors YouTube channel for more videos.
Below, we recap key changes rumored for the iPhone 17 Pro models as of April 2025:
Aluminum frame: iPhone 17 Pro models are rumored to have an aluminum frame, whereas the iPhone 15 Pro and ...
The first iOS 19 beta is less than two months away, and there are already a handful of new features that are expected with the update.
Apple should release the first iOS 19 beta to developers immediately following the WWDC 2025 keynote, which is scheduled for Monday, June 9. Following beta testing, the update should be released to the general public in September.
Below, we recap the key...
Apple today released tvOS 18.4.1, a minor update to the tvOS 18 operating system that came out last September. tvOS 18.4.1 comes two weeks after Apple released tvOS 18.4, and it is available for the Apple TV 4K and Apple TV HD models.
tvOS 18.4.1 can be downloaded using the Settings app on the Apple TV. Open up Settings and go to System > Software Update to get the new software....
Apple has quite a few security features that it's added to iPhones, iPads, and Macs over the years. Now more than ever, it's important to make sure you're taking advantage of the built-in security tools that are available to keep yourself and your data safe, so we've rounded up a list of the most important options.
If you don't already have these enabled, you might want to consider turning...
More images of a redesigned power cable allegedly for a future Apple "Vision Air" headset were today shared online by the prototype collector and leaker known as "Kosutami."
Yesterday, the leaker explained that the Apple "Vision Air" will feature a thinner design and switch the battery enclosure and several of its internal structures to titanium to reduce the device's overall weight. Most of ...
