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In September 2017, Apple (NASDAQ: AAPL) introduced three new iPhones: iPhone 8, iPhone 8 Plus and iPhone X.
Since the announcement of the iPhone X, many have wondered what Apple would name the successor of the phone. Observers have speculated on many possible names, but a recent leak published by 9to5Mac indicates that Apple may have chosen the name "iPhone XS".
Image source: Apple.
Apple, of course, will not comment on the brand new devices until the official launch of its product on September 12, but I would like to offer my opinion on the brand image.
The return of branding "s"?
Traditionally, Apple digitally identified new iPhones (for example, iPhone 4, iPhone 5 and iPhone 6), adding both improvements to specifications and changes in the basic appearance and / or form factor in each successive iteration. Between the launch of new iPhones, Apple would launch devices "s", which did not look very different from their predecessors, but often offered performance improvements and important feature additions.
Take, for example, the iPhone 6 and the iPhone 6s. These two products had the same look and the same basic form, but they had a significant number of improvements over the first, including:
- The addition of 3D Touch, an Apple technology, detects how much users are pressing on the screen.
- A doubling of system RAM from 1 GB to 2 GB (the RAM type has also been upgraded from LPDDR3 to LPDDR4).
- An A9 processor that represents a substantial generation leap in processing capabilities of processors and graphics.
- Use of a type of aluminum more resistant for the construction of the case.
- Upgrade from an 8 megapixel rear-facing camera sensor to a 12-megapixel sensor.
Apple apparently eliminated the brand when launching its new iPhone range in September 2017. According to the traditional naming scheme, the successors of the iPhone 7 and iPhone 7 Plus, respectively, should have been called iPhone 7s and iPhone. 7s more. Instead, they called the iPhone 8 and the iPhone 8 Plus.
With the upcoming premium iPhones, it appears that a variant of the brand "s" has come back with the iPhone XS (although I should note that the suffix is an uppercase letter rather than a lowercase as it was the case before).
Indeed, the denomination of the new models of iPhone leads me to wonder if the abandonment of the mark "s" with the models iPhone of 2017 was only an exception to a rule of long time (perhaps to avoid that traditional models seem too far behind). premium) rather than abandoning the naming convention altogether.
A long-term concern
Some, like my crazy colleague, Evan Niu, have long pleaded for Apple to abandon numbered iPhones, and it's not hard to understand why.
If Apple continues with the model of appellation that it seems to follow, then 2019 should see Apple present the iPhone XI with the landing "iPhone XIS" in 2020. While the first seems reasonable this last name seems extremely awkward. This will only get worse over time – by 2024, Apple could introduce a product called "iPhone XIIIS".
While Apple might want to give its new high-quality iPhones distinct names to each generation to highlight the innovations of its latest products, the Apple marketing team could end up in a corner with its current brand strategy.
Ashraf Eassa has no position in the mentioned actions. The Motley Fool owns shares and recommends Apple. The Motley Fool offers the following options: long calls from January 2020 to $ 150 and short calls from January 2020 to $ 155 on Apple. Motley Fool has a disclosure policy.
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