While
Spotted by iPhoneHacks, Apple has a surprise for iPhone fans: the company has overcome a design limitation of the iPhone X and can now breathe new life into its iPhone XS and iPhone XS Max models by launching them with - in my opinion - the best finish from the iPhone XR.
The leak reveals iPhone XS and iPhone XS Max Product(RED) editions are coming before the end of the month. This is exciting news as both phones have a steel chassis, a material which had previously stopped Apple from launching this iconic option with the iPhone X. So clearly a breakthrough has been made, which also opens up a world of future possibilities.
Interestingly, iPhoneHacks reveals the launch will begin in China before the end of the month. Apple (which has never used the Product(RED) brand in China due to political taboos) will attempt to woo Chinese buyers by calling the finish ‘China Red’.
While the branding is smart, the prioritisation and timing - which is earlier than any previous Product(RED) upgrade - are also telling given Apple’s recent struggles in the country.
As for the rest of the world, historically Apple brought the Product(RED) finish to the iPhone 7 in March 2017 and the iPhone 8 in 2018, so the launch ties in well with the company’s push for a mid-cycle sales boost. With Samsung also stepping up the launch of its 10th-anniversary Galaxy S10, Apple’s breakthrough will be even more welcome by the company's top brass.
Needless to say, a new colour option (no matter how popular or technologically complicated) is unlikely to solve all Apple’s problems, especially since China-specific price cuts appear to have made no difference and the aluminium-based iPhone XR launched with a Product(RED) option. That said, both iPhone and Product(RED) remain hugely popular in Europe and the US. So with Tim Cook talking up further global price cuts, the combination could still move the needle.
If not, Apple's limited time iPhone 7 and iPhone 8 hardware upgrades look ripe for grey market imports...
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