Ming-Chi Kuo Returns With 2018 iPhone Details: Lower Pricing, September Launch for All Models
Well-known Apple analyst Ming-Chi Kuo has returned today with his first Apple-related research note for his new firm TF International Securities. According to Kuo, Apple's pricing strategy will be "more aggressive" for the three iPhones rumored for September 2018, an effort to boost shipments of the models this year.
One of the main reasons Kuo says is behind the aggressive pricing strategy is Apple's "concern over the negative impact of a higher price" for its 2018 iPhones. Last year, the company received some blowback on the top-tier pricing of its iPhone X, which began at $999 in the United States for 64GB.
Now, Kuo states that the 6.5-inch OLED "iPhone X Plus" will be $900-$1,000, the second generation OLED iPhone X will be $800-$900, and the new 6.1-inch LCD iPhone will be $600-$700. Kuo reiterates that all 2018 iPhones will have a full-screen design and Face ID. The analyst also outlined more reasons behind Apple's new pricing strategy:
We forecast that Apple will adopt a more aggressive price policy for the following reasons: (1) concern over the negative impact of a higher price in a mature smartphone market on selling momentum, (2) improved cost structure, which is mainly attributed to assembly yield improvements of end product & 3D sensing and cost reduction of components, and (3) increasing users of Face ID benefiting the promotion of the Apple service and ecosystem.
Secondly, Kuo believes that Apple will announce all three new iPhone models at an event in September. Furthermore, all three iPhones will launch in September, including the LCD model which some reports have previously pegged for a November debut.
This is Kuo's first research note since departing KGI Securities in April. At the time, it was believed he would lessen his focus on Apple to look at other emerging industries, but it seems we can still expect reports on Apple and its supply chain from Kuo.
Popular Stories
While the iPhone 17 Pro and iPhone 17 Pro Max are not expected to launch until September, there are already plenty of rumors about the devices.
iPhone 17 Pro's alleged design via Front Page Tech
Below, we recap key changes rumored for the iPhone 17 Pro models as of March 2025:
Aluminum frame: iPhone 17 Pro models are rumored to have an aluminum frame, whereas the iPhone 15 Pro and iPhone...
If you pay for iCloud storage on your iPhone, Apple has a new perk for you, at no additional cost.
The new perk is the ability to create invitations in the Apple Invites app for the iPhone, which launched in the App Store last month.
In the Apple Invites app, iCloud+ subscribers can create invitations for any occasion, such as birthday parties, graduations, baby showers, and more. Anyone ...
While the first iOS 19 beta is still more than two months away, there are already plenty of rumors about the upcoming software update.
Below, we recap the key iOS 19 rumors so far.
visionOS-Like Design
In January, the YouTube channel Front Page Tech revealed a redesigned Camera app that is allegedly planned for iOS 19.
According to Front Page Tech host Jon Prosser, the Camera app...
We're not getting new Siri Apple Intelligence features in iOS 18.4 as expected, but the upcoming update does have quite a few new additions that will be worth upgrading for. We've rounded up the five best features to look forward to, and if you're not running the beta, you can expect to get access to these in early April.
Priority Notifications
If you have an iPhone or iPad that supports...
Apple today seeded the release candidate versions of upcoming iOS 18.4 and iPadOS 18.4 updates to developers for testing purposes, with the software coming a week after Apple released the fourth betas.
iOS 18.4 and iPadOS 18.4 can be downloaded from the Settings app on a compatible device by going to General > Software Update.
With iOS 18.4, Apple is adding the Priority Notifications...
Apple today announced that AirPods Max with a USB-C port will be gaining support for lossless audio and ultra-low latency audio with a firmware update next month, alongside the release of iOS 18.4, iPadOS 18.4, and macOS 15.4.
For context, audio files are typically compressed to keep file sizes smaller. There are lossy compression standards like MP3, and Apple's own Advanced Audio Codec...
Apple will launch its long-rumored foldable iPhone next year with a ~$2,000 premium price tag attached, expects well-connected Bloomberg reporter Mark Gurman.
Gurman's comments on Apple's launch plans for its first foldable device appeared in the Q&A section of his latest Power On newsletter. Earlier this month, the reporter said Apple's foldable iPhone could be arriving "as early as 2026,"...
