When Apple takes to the stage on September 12 to announce the iPhone 8 – or iPhone X as some rumors suggest – you may want to prepare yourself for sticker shock.
Rumors have suggested that the iPhone 8/iPhone X will come in three models starting at $999 for 64GB, $1,099 for 256GB and $1199 for 512GB. Now, according to an analyst note seen by Business Insider, the pricing may work at slightly differently.
UBS analyst Steven Milunovich and UBS associate analyst Benjamin Wilson said that they both “questioned the logic” of a $1,200 iPhone. Looking at historical data, they found that Apple like to price their devices slightly below Samsung, and think with the Galaxy Note 8 starting at almost $950, it would make sense for Apple to kick off its pricing at $900 to follow the usual model.
The difference between $900 and $999 is not that great when you’re up at these levels other than a psychological one. $900 may actually feel like a bargain to some buyers when you consider the new design and features of the iPhone 8/X, but $999 could theoretically scare some people. Everyone is used to using a phone for around two years at this point, are we ready to spend $1,000 on a device we think will only last that long? Only time will answer that.
Whatever the price, we’ll find out on Sept. 12 when Apple finally unveils its OLED flagship device.