Apple Plans New LCD iPhone This Year Despite XR’s Stumble – The Wall Street Journal
2 months ago
is planning to release three new iPhone models again this fall, including a successor to the struggling XR, the lower priced 2018 device with a liquid-crystal display that has fallen short of Apple’s sales expectations, people familiar with the matter said.
Apple plans to introduce some new camera features, including a triple rear camera for the highest-end model and double rear camera for the two other models, the people said.
The move to stick with LCD comes as Apple grapples with sluggish sales of the iPhone XR, which has cut into its most recent revenue projection. That is partly because the planned LCD handset has been in the product pipeline for months and the plan can’t be altered easily, they said.
For 2020, Apple is considering dropping the LCD model, some of the people said, which would mark a complete shift to the organic light-emitting diode, or OLED, display for iPhones. The OLED displays on current XS models are considered to provide better contrast than the less expensive LCD displays on the XR and earlier iPhones such as the 7 and 8 models.
Apple’s innovation around iPhones and its lineup strategy, including pricing, are key to grabbing consumers as the number of handsets Apple sells stagnate globally. In China, which Chief Executive Tim Cook singled out as the major source of its revenue forecast cut in a letter to investors last week, Apple has been facing fierce competition from local handset makers. Apple earns 20% of its total revenue in Greater China.
Apple declined to comment.
While product planning for 2019 models has progressed to a point where major features cannot be changed easily, it isn’t completed, the people said. Planning for 2020 models is at an earlier stage and more subject to revision, they said.
—Tripp Mickle in San Francisco and Chunying Zhang in Shanghai contributed to this article.