Japan may see changes in Apple’s product line soon. According to the Wall Street Journal, the company has plans to sell the iPhone XR cheaper thanks to contracts with operators and we might even see the iPhone X back, discontinued after a year in the market.
Cuts in the price of a product are rare at Apple. Normally the starting price is maintained for one year and then, with the arrival of a new generation, the price drops. For Apple to reduce the price on an iPhone launched just a few months ago would certainly be strange, even more so in a country like Japan, where the company has a dominant position and does not need to gain market share.
But what would be really disconcerting is to see the iPhone X back. Apple discontinued the iPhone X right at the time of launching the iPhone XS, XS Max, and XR. We’ve seen a similar move on occasion, for example with the production of the iPhone 6 for entry level countries at lower prices and years after its launch. That it’s Japan, once again is surprising.
One of the reasons why Apple might put the iPhone X back on sale is Samsung. Samsung is responsible for manufacturing Apple’s OLED displays, and possibly a clause in the contract between the two companies specified the manufacture of a certain number of displays per quarter . If the rumours are true and Apple has reduced the demand for the current iPhones, the number of OLED screens ordered must be reached, and a good way to do this is to use them on the iPhone X again.
Anyway, so far it’s just rumors. Wall Street Journal assures that both the re-launch of the iPhone X and the drop in price of the iPhone XR will start to be seen from next week in Japan. We’ll keep an eye on it if this is the case, although will hardly cross the borders of Japan .