Apple preps their most extensive iPhone lineup to date

“Apple Inc. is planning its most extensive iPhone lineup to date,” Mark Gurman and Min Jeong Lee report for Bloomberg. “Apple is preparing three iPhones for launch as soon as this fall, including upgraded versions of the current two iPhone models and a new top-of-the-line handset with an overhauled look, according to people familiar with the matter. For the redesigned phone, Apple is testing a new type of screen, curved glass and stainless steel materials, and more advanced cameras, the people said. Those anxiously awaiting the redesigned iPhone, however, may have to wait because supply constraints could mean the device isn’t readily available until one or two months after the typical fall introduction. ”

“For the premium model, Apple is testing a[n OLED] screen that covers almost the entire front of the device… [resulting] in a display slightly larger than that of the iPhone 7 Plus but an overall size closer to the iPhone 7, the people said. Apple is also aiming to reduce the overall size of the handset by integrating the home button into the screen itself,” Gurman and Lee report. “The other two phones will continue to use liquid crystal display technology and come in the same 4.7-inch and 5.5-inch screen sizes as last year’s iPhone 7 and iPhone 7 Plus, according to people familiar with the matter.”

“For its redesigned phone, Apple has tested multiple prototypes with manufacturing partners in Asia, including some versions that use curved glass and stainless steel, according to one of the people,” Gurman and Lee report. “One of the latest prototype designs includes symmetrical, slightly curved glass on the front and the back. The curves are similar in shape to those on the front of the iPhone 7. The new OLED screen itself is flat, while the cover glass curves into a steel frame. The design is similar conceptually to the iPhone 4 from 2010.”

Much more in the full article here.

MacDailyNews Take: And you thought the iPhone pre-orders were busy in previous years! Get ready for the Mother of all iPhone Preorders!

And, yes, Apple should dump their ill-conceived “S” naming scheme (they should have dumped it years ago) as all it signifies to the general public buyer, wrongly, is “not as big a deal as last year’s or next year’s iPhone.” It is the marketing equivalent of an unforced error. Especially since “S” models have routinely ushered in huge advancements.

Apple should just go to “iPhone 8” (4.7-inch LCD), “iPhone 8 Plus” (5.5-inch LCD) and “iPhone 8 Edition” or “iPhone 8 Pro” (5.8-inch OLED). Then, going forward, Apple should use round numbers for each year’s iPhone lineup. There, in one fell swoop, Apple’s self-defeating “S” stupidity fixed forevermore!

As a reminder, iPhone 4 looked like this (image it larger with an edge-to-edge 3D Touch-capable display):

iPhone 4
iPhone 4

iPhone 8 buzz already hurting sales of iPhone knockoff peddlers like Samsung – April 11, 2017
Apple may delay launch of flagship OLED ‘iPhone 8’ as late as November – April 5, 2017
Ming-Chi Kuo: Apple to revamp iPhone lineup in 2017 with iPhone 4-like design, 5.8-inch model – March 26, 2016


  1. Apple needs to get their supply line BS straightened out prior to launch and have enough supply on hand for everybody. Probably a pipe dream though. Prepare to wait months after release before being able to get ahold of one. Pretty pathetic.

  2. “S” stands for super, supercharged, superfast, super-duper, screaming fast. Guess we’ll see what happens in a few months.. whatever happens, give me a break on curved screens, just say no..

    1. Nevertheless the popular interpretation is that S stands for bugfix release 2.0.

      Agreed on beveled edge glass or curved screens. Stupid answer to a question no one asked. Does nothing positive for device appearance, function, or usability.

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