Apple is reportedly preparing three iPhones for launch, including the 10th anniversary iPhone

Since the iPhone 7 debuted, there has been talk of what could happen to Apple in 2017. This year marks the 10th anniversary of the introduction of the iPhone and, in a very real sense, the 10th anniversary of the modern smartphone market. Choose any given technology – touch interfaces, app support, or a (relatively) large screen – and there were companies that had offered these features before Apple. What no one had done was offer them together, along with a finger-based multi-touch operating system interface similar to that still used by Android and iOS. Rumors have emerged about what Apple might offer in a 10th anniversary device, from curved displays to OLED displays.

In an article published yesterday, Bloomberg shed some light on what you expect the next-gen device (possibly dubbed iPhone X instead of 8) to present. Apple is reportedly examining features like a new type of screen, a curved screen, a stainless steel chassis, and improved cameras. The new screen would be a near bezel-less affair, with all hardware buttons moved to the screen itself, similar to what Samsung did with the Galaxy S8. This could allow for a mid-size device between the iPhone 7 and 7 Plus, while offering a panel equivalent to the one that comes with the 7 Plus now. This rumor makes perfect sense, as one of the areas where the iPhone 7 was hit (aside from its “guts”) was the size of the bezels.

The image below is from Design Engineer Martin Hajek. While it refers to a previous generation of iPhones, it is an excellent demonstration of how removing the top and bottom bezels would give an iPhone much more screen real estate. increasing the size of the phone.

Picture of Martin Hajek

One rumor we’ve heard before is that Apple will introduce an OLED panel with this new high-end iPhone, while lower-end devices stick with LCD panels and the now familiar 4.7 and 5.5-inch displays. Apple is also reportedly experimenting with curved glass at the front and back with a steel frame, or a thin steel band that separates the top and bottom of the device. An aluminum back has also been considered, and Apple has reportedly ordered 100 million OLED panels from Samsung.

Dual vertical cameras, display-mounted fingerprint scanners, and dual-lens front cameras are also reportedly on the drawing board as Apple decides what kinds of features it wants to bring to the new phone.

What kind of phone does Apple want to launch?

I think Apple is facing a tricky positioning issue here, one that hasn’t been discussed much in our previous coverage. There are a few different ways to create an “Anniversary Edition” of something. The first, and the simplest, would be to include software or design elements from the original design, while maintaining the hardware standard. An anniversary iPhone that looks more like the original device from 2007, or includes thematic options to make the operating system look like its original incarnation, could do the trick. This option doesn’t necessarily cost a lot, but it’s not a major draw either.

The second option is to take relatively pedestrian hardware and wrap it with a bunch of value-added “extras.” The 20th anniversary Macintosh, shown below, was this type of product:

20th century

Apple’s 20th Anniversary Macintosh

The 20th Anniversary Macintosh did not include any significant performance improvements over the other systems Apple shipped in 1997. In fact, it was slower than the Power Macintosh G3 systems that would be released only a few months later. The Power Macintosh G3 synchronized faster, had a faster FSB, and a much larger L2 cache compared to the Anniversary Mac. What the Macintosh Anniversary It had a built-in LCD screen (800 × 600), advanced sound capabilities, and video, a built-in TV tuner, an S-Video input, an FM radio and a Bose-designed sound system. Priced close to $ 10,000, the 20th Anniversary Mac also illustrated the problems with this approach: If people have to choose between higher-performing, less expensive systems or single systems with fewer capabilities, they tend to choose the former. .

The third option, the one that Apple is probably looking for, is to treat the ‘Anniversary’ model as a kind of preview of the features that will be introduced to less expensive devices a little later, while still offering some exclusive capabilities or design. elements that make the premium device stand out. But there’s a risk here too: if Apple introduces too many premium features to its anniversary iPhone and leaves ordinary users feeling like they’ve been hit by the annual update cycle (or forced to buy a more expensive device ), they will be less likely to accept it. Apple will have to find a set of features that normal iPhone users can expect, on the one hand, while reserving the right set of premium features for first-time users (aka anniversary buyers).

One way or another, it should be one of the most exciting iPhone releases since 2007 or the debut of the iPhone 4. What would Apple have to release, and at what price, to be interested in the device? This assumes you might be interested, since obviously some people are just not willing to give up on Android, even if Apple built a solid platinum iPhone that could do its homework, join you for a romantic dinner, and still respect you for the morning. .

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