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We are now less than a week from the end of the presentation of the new range of smartphones. The iPhone Xs, the iPhone Xs Max and a third new iPhone model whose name has not yet been confirmed will make their appearance on stage at the Apple event of 12 September. Although we do not yet know the name of the third new iPhone model, we know almost everything there is to know, as the iPhone Xs and iPhone Xs Max. We also know something else about these three new models of the 2018 iPhone, and we know it without the shadow of a doubt: they will be a hit for Apple, with global sales that reach millions on their first weekend of availability alone.
There is something of interest in the flagship phones of the major smartphone brands in 2018. For Apple and Samsung, 2018 is an "S" year, which refers to Apple's strategy of bringing out a phone almost identical to its predecessor. and major performance upgrades. Apple's new iPhone 2018 lineup will make headlines for the iPhone Xs and iPhone Xs Max, which have exactly the same design as the iPhone X of last year, but with a sharp rise in performance. Meanwhile, Samsung did exactly the same thing with the Galaxy S9 and the Galaxy S9 + earlier this year and it fell flat. Why does this strategy work so well for Apple and so bad for Samsung?
Earlier this year, Samsung released two new flagship smartphones that instantly became the best Android phones in the world. We even said it in our Galaxy S9 review. The Galaxy S9 and Galaxy S9 were extremely powerful, shared a sleek design, and offered some of the best camera performance available. They also looked almost like the Galaxy S8 and Galaxy S8 + that preceded them. It was "S" upgrades and Android fans were just not interested.
Samsung will still have some success thanks to the billions spent on marketing and advertising. Samsung phones are also backed by big sales promotions right out of the box. Even with each box checked and every trick used in the book, the Galaxy S9 and S9 were a big disappointment. They weighed on Samsung's performance and should be the best-selling Galaxy S phones since 2012.
Fast forward to next week, and Apple will unveil its new "S" phones. The iPhone Xs will succeed the iPhone X of the current generation, and a new iPhone Xs Max, which we have confirmed the name exclusively this week, will be a version of the same phablet phone. Both models will feature the same exact design with great performance enhancements and a new feature, such as a stylish new gold color option. Then a third new iPhone model with a 6.1-inch LCD will be available at a lower price of $ 699 or $ 799.
So here we have a bunch of Apple's "S" updates that re-use last year's design, but improve performance and introduce some new superficial features into the mix … and sales will go off the beaten path. In fact, a number of Wall Street analysts have said that they expect iPhone sales during the holiday season to go up as high as they were in 2014, when Apple released the iPhone 6 and 6 Plus. -up demand for iPhones with larger screens. (IPhone sales during the following year's vacation quarter slightly exceeded those of the holiday quarter in 2014, but this quarter saw an extra week, so the sales rate was lower.)
Why should Apple profit from record sales in the next quarter while the same strategy flew to the face of Samsung? This is particularly ironic because Samsung has arrived where it is today on the smartphone market by blatantly copying everything Apple does. Yet copying Apple's strategy this time has failed miserably. I've already mentioned the reason on the site, but it's really simple: Apple has no competition.
Consumers who buy a new Android smartphone have a lot of choices. So when Samsung released a pair of Galaxy S phones earlier this year, these were minor updates – boring – They just moved and looked elsewhere for their next smartphone. Why would not they be? There are dozens of great models of Android phones available in the world at that time. In fact, Huawei has reaped a lot of profits since its 2018 smartphones have been exceptional and it is now the second largest smartphone provider in the world.
On the other side of the fence, you have consumers looking for a new iOS phone. Their only choices, of course, are the iPhones. That's why Apple's "S" strategy has been so successful for so long. By owning the hardware and software, Apple is the only company selling iOS phones. There is no competition. But as Samsung uses open source software to power its phones, competition from companies such as Huawei, Google, LG, OnePlus, Motorola and all the other companies that sell Android phones is huge.
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