By this year’s summer, if sales don’t meet expectations, Apple could retire 2017’s flagship iPhone which has an unconventional design component — the notch. It would be the first time for Apple to not have a flagship iPhone as the cheaper option when the newer version arrives.
According to KGI, iPhone X isn’t able to crunch sales numbers in China. The design could be the biggest factor. Despite the fact that iPhone X has a bigger screen than iPhone 8 and 8 Plus, the notch gives users an illusion that they have less screen area to use. In fact, it’s not only China; iPhone X hasn’t performed as per expectations in other markets as well, according to a survey by the research firm Cowen.
However, even if iPhone X goes out of the picture someday, there would be three iPhone X-inspired models making their way in fall 2018, expects KGI. The new iPhones could possibly reduce the concerns about the notch taking the screen area.
KGI also predicts a 5% growth rate for Apple in the first half of 2018 when three top-of-the-line models (iPhone X, iPhones 8, iPhone 8 Plus) will be on sale at the same time. A 10% overall growth is expected near the end of 2018 as three new models will replace the vacating 10th anniversary iPhone.