iPhone X would hurt product brand value & lineup of 2H18 new models if it continues to sell at a lower price after 2H18 new models launch: Lowering iPhone X's price after the 2H18 new models launch would be a negative to product brand value given 3D sensing and OLED display are features of the new high-price model. Additionally, to sell iPhone X at a lower price may have a negative impact on shipments of the new 6.1" LCD iPhone in 2H18. Thus, we estimate iPhone X will reach end-of-life (EOL) around the middle of 2018.
Later this year, Apple is expected to introduce three new iPhones: a 5.8-inch OLED model, a 6.5-inch OLED model, and a 6.1-inch LCD model. These models are all expected to feature Apple's notched design and TrueDepth camera. Kuo says that after these devices launch, Apple's 'real super cycle' will kick in.
It's believed that the new 5.8-inch OLED model will remain at a $999 price point while the 6.5-inch OLED model will cost around $1099. The 6.1-inch LCD model should come in a bit cheaper at around $650 to $750.
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