This Year’s iPhone X and iPhone X Plus Could Start at $899 and $999 Respectively Says RBC Analyst

Apple's second-generation iPhone X and so-called iPhone X Plus could be priced from $899 and $999 respectively in the United States, according to RBC Capital Markets analyst Amit Daryanani.

iPhone X and iPhone X Plus dummy models via Ben Geskin

Daryanani said the current iPhone X has experienced "limited success" at $999 and up, leading him to believe that lowering the base price by $100 could reinvigorate sales of the 5.8-inch model. A widely rumored 6.5-inch model, dubbed iPhone X Plus, would then fill the $999 price point.

While this is merely a prediction from one analyst, the strategy could make sense if iPhone X sales have slowed significantly, as a series of supply chain reports have suggested. We won't know for sure until Apple's next earnings report, likely to be released around late April or early May.

At this point, all we know is that the iPhone X was likely a key contributor to Apple's record-breaking revenue of $88.3 billion last quarter, easily topping its previous all-time high of $78.4 billion set in the year-ago quarter. Whether that momentum carried forward to the current quarter remains to be seen.

Based on Daryanani's research note, obtained by MacRumors, here's our take on how the next iPhone lineup could look in terms of pricing:
  • 6.5-inch second-generation iPhone X Plus: $999
  • 5.8-inch second-generation iPhone X: $899
  • 6.1-inch mid-range iPhone X with LCD: $799
  • iPhone 8 and iPhone 8 Plus: $549 and $669
  • iPhone 7 and iPhone 7 Plus: $449 and $569
  • iPhone SE: $349
Here's a rough idea of how the next iPhone lineup could look if Apple maintains its current pricing strategy instead:
  • 6.5-inch second-generation iPhone X Plus: $1,099
  • 5.8-inch second-generation iPhone X: $999
  • 6.1-inch mid-range iPhone X with LCD: $799
  • iPhone 8 and iPhone 8 Plus: $549 and $669
  • iPhone 7 and iPhone 7 Plus: $449 and $569
  • iPhone SE: $349
Apple will likely unveil its next iPhones in September as usual, and presumably only the company's top executives are privy to pricing plans.

Related Roundup: iPhone X
Buyer's Guide: iPhone X (Buy Now)

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Over Half of Prospective iPhone X Buyers Surveyed Plan to Choose 256GB Storage

iPhone X with 256GB storage is the most popular device among prospective smartphone buyers, according to a survey conducted by RBC Capital Markets.



Of the 832 individuals surveyed, 28 percent said they plan to purchase iPhone X as their next smartphone. An additional 20 percent of respondents said they intend to buy iPhone 8 Plus, while 17 percent will go for iPhone 8.



The remaining 35 percent of consumers plan to purchase an older model, ranging from iPhone 6s to iPhone 7 Plus.

RBC Capital Markets said 43 percent of prospective buyers interested solely in a new iPhone are looking to purchase an iPhone X, while 32 percent favor iPhone 8 Plus, but no accompanying chart was provided for this data.

A majority 57 percent of respondents who plan on purchasing iPhone X will opt for the 256GB model, which costs $1,149 in the United States. 43 percent said they will buy the 64GB model for $999.



By comparison, 50 percent of iPhone 7 respondents last year opted for 128GB, which was the middle tier between 32GB and 256GB.

RBC Capital Markets analyst Amit Daryanani:

Interestingly, Apple has removed the middle-tier storage option from iPhones. We think that given increasingly greater storage requirements, most of mid-tier storage users will move towards the higher tier.

46 percent of a larger pool of 4,196 respondents said wireless charging is iPhone X’s most attractive feature.



Overall, RBC Capital Markets expects strong demand for iPhone X, which should increase Apple’s average selling price for iPhones in general. The investment bank remains upbeat about Apple’s stock, with a price target of $180.

iPhone X pre-orders start Friday, October 27. The device launches Friday, November 3.

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