New in OS X: Get MacRumors Push Notifications on your Mac

Resubscribe Now Close

WSJ: Apple Expects Lower-Priced LCD Models to Represent Majority of iPhone Sales in Upcoming 2018 Lineup

Apple is widely rumored to introduce three new iPhone models in September, including a second-generation iPhone X, a larger version dubbed the iPhone X Plus, and a lower-priced but lesser-featured version.


Given the iPhone X Plus is expected to have an OLED display, like the iPhone X, it would be reasonable to assume that the majority of iPhones that Apple plans to manufacture in 2018 will be of the OLED variety. According to The Wall Street Journal, however, that might not be how things play out.

The report cites sources involved with Apple's supply chain who claim that Apple now expects LCD models to make up the majority of iPhone sales in its upcoming lineup, expected to be released this fall.

Apple initially wanted roughly equal production of iPhone models with LCDs and OLED displays, but now plans to make more of the LCD model, referring to the rumored lower-priced, lesser-featured 6.1-inch iPhone, as it supposedly anticipates strong customer demand for the more affordable X-like model.

It's not entirely clear if "LCD models" will include iPhone 7, iPhone 8, and iPhone SE models, which will likely remain for sale alongside the 2018 iPhones, and would certainly help tip the scale towards LCD.

The Wall Street Journal says Apple's plans are a "sign of consumers' sensitivity to the price of smartphones," citing analysts who believe demand was weaker than their initial forecasts for the iPhone X "due mainly to its price tag." The flagship device is priced from $999 in the United States.

The report adds that Apple will likely retain at least one lower-priced, LCD-based iPhone in its 2019 lineup too, rather than shift entirely to OLED, to ensure customers have an affordable option to choose from.

A report out of Korea last month said Apple will switch to OLED for all of its 2019 iPhones, a claim that some analysts had already cast doubts on.

Apple analyst Ming-Chi Kuo, now with research firm TF International Securities, expects the next iPhone X to start at $800-$900, the so-called iPhone X Plus to start at $900-$1,000, and the 6.1-inch iPhone to start at $600-$700 in the United States, with orders for all three beginning in September.

Kuo has previously said the 6.1-inch iPhone will have a nearly edge to edge display, with a notch for Face ID, but with tradeoffs, including an LCD instead of OLED display, an aluminum frame rather than stainless steel, no 3D Touch, and a single-lens rather than dual-lens rear camera system.

If accurate, many customers may indeed opt for what is essentially a budget iPhone X, with a $300 to $400 cheaper price tag. That doesn't mean the current iPhone X was too expensive, though, as in February, Apple said it was the "top selling iPhone" every week since it launched in early November.

Related Roundup: 2018 iPhones
Tag: wsj.com


Top Rated Comments

(View all)

5 weeks ago
Yay. Means more high end models available for me!

iPhone Poverty Edition was way funny tho....
Rating: 11 Votes
5 weeks ago

There is not a single reason to use 3D Touch.


I completely disagree. I use 3D Touch regularly, and the best part about it is the shortcut navigation. I can access parts of my email, third-party applications, messages, peek/pop are great for photos. It’s merely a convenience tool. The problem with 3D Touch is, many don’t know about it and it’s functionality, because Apple doesn’t market this specifically.

In iOS 12 you’ll be able to move the cursor by pressing and holding the spacebar.


You do realize that in iOS 11 you can use the same feature by dragging the cursor by holding down the space bar with the keyboard.
Rating: 11 Votes
4 weeks ago
Dear Apple,
[LIST=1]
* Upgrade the specs on the iPhone SE.
* Leave everything else as-is.

Same goes for the Macintosh line-up:
[LIST=1]
* Take your 2012 Mac Pro, MacBook Pro, et cetera.
* Leave the outside untouched.
* Upgrade internal specs.
* Repeat each year.

There! I've fixed Apple. :)

You see, Tim? You don't need all those "brainstorming" meetings to figure out what people want in their Macs. It's really this simple...




*** waits patiently for the thinner/slimmer/better crowd to chime in about how behind-the-times I am, blissfully unawares of how they've been brainwashed into aligning their values with that of the corporate behemoths who are slowly screwing them in the :mad: ***
Rating: 9 Votes
5 weeks ago

No 3D Touch no sale for me.


I've turned off 3D Touch off on my X. I don't see the point. I could live without it.
Rating: 8 Votes
5 weeks ago
In other news, my local McDonald's sells more units from the dollar menu than my local steakhouse does through their prix fixe menu. I'm fine with paying for a very nice dinner once a year, but I understand that many are only ever up for the quarter pounder.
Rating: 8 Votes
5 weeks ago
"That doesn't mean the current iPhone X was too expensive, though, as in February, Apple said it was the "top selling iPhone" every week since it launched ('//www.macrumors.com/2018/02/01/iphone-x-top-selling-iphone/') in early November."

That could mean that for example the share was iPhoneX 34%, iPhone8 33%, iPhone8+ 33%. So yes, it could have been the top selling but if you look at the iPhone8 line, it sold much better than the X. Of course they're very careful with their words.

What I'd most be interested in is what is iPhoneX vs all other iPhones, that would tell you how much people are actually adopting the latest and greatest.
Rating: 7 Votes
5 weeks ago
But... but... the other guys said all models would be OLED..... Even the iPhone Poverty Edition would get all the same stuff the high-end did....
Rating: 7 Votes
5 weeks ago

"That doesn't mean the current iPhone X was too expensive, though, as in February, Apple said it was the "top selling iPhone" every week since it launched ('//www.macrumors.com/2018/02/01/iphone-x-top-selling-iphone/') in early November."

That could mean that for example the share was iPhoneX 34%, iPhone8 33%, iPhone8+ 33%. So yes, it could have been the top selling but if you look at the iPhone8 line, it sold much better than the X. Of course they're very careful with their words.

What I'd most be interested in is what is iPhoneX vs all other iPhones, that would tell you how much people are actually adopting the latest and greatest. The fact that the rumors are pointing to a new low end tells me the "other iPhones" group was probably selling better.


The fact that Apple is introducing a relatively low-cost 6.1" model already tells you the iPhone X was too expensive.

Why launch a high volume volume 6.1" model if iPhone X was selling? Isn't Apple strictly high margin?
Rating: 5 Votes
5 weeks ago
Patiently waiting for the SE 2. The rumored cheap phone is going to have a bigger case than the iPhone X!
Rating: 5 Votes
5 weeks ago
I want something as big as the iPhone 8 or smaller. :(
Rating: 5 Votes

[ Read All Comments ]