On September 12, 2017 Apple is holding a special event. The company is expected to unveil latest and most mysterious phone in Apple’s iPhone family: the iPhone X. Spoiled earlier in a leak of the upcoming iOS 11, the iPhone X seems to bring some changes to Apple’s highly successful line of phones. While rumours and speculation abound, one expert has weighed in with his opinion on the upcoming release.
Professor Loizos Heracleous is a professor with Warwick Business School and has researched Apple and its quantum strategy. With speculation that the iPhone X will cost approximately $1000 USD Professor Heracleous had the following to say:
“Apple’s introduction of a $1,000 iPhone is consistent with its business strategy of differentiation and exclusivity, targeting the higher end of the market rather than just aiming for a larger base of users. Given that the iPhone accounts for the majority of the company’s revenues and profits and its demand curve is relatively inelastic—i.e. a price change has less effect on sales—this pricing strategy makes sense in terms of revenue and profit growth.”
The new iPhone is aiming to change what defines a premium smartphone. With an expected 3GB of RAM, a new 6-core Apple A11 processor, at least a single 12-megapixel camera on the back with possibility for two and a single 7-megapixel camera on the front, the new iPhone X is shaping up to lead smartphones into a new era.
Alongside impressive technical specs, the iPhone X is also expected to ditch the home button that has been a mainstay of the product line since its initial release. The removal of the home button has lead some users to wonder what will happen to Apple’s fingerprint scanner.
“Apart from removing the home button enabled by a new type of screen on the highest end model, Apple is also continuing to focus on its intense levels of efficiency in production and more broadly at the operational level by using a largely consistent design, operating system, and functions across its different iPhone models,” Heracleous said.
Apple’s special event is expected to start streaming at 1 p.m. on September 12, and can be watched here. A note to anyone wanting to watch, Safari and Edge are the only supported browsers that can be used to view the stream.
Heracleous summed up his final thoughts on the phone by saying, “No move is risk-free, but as things stand, this seems like a courageous move that should turn out positively for the company in terms of performance, and create some distance from competing brands in terms of exclusivity.”