Apple's First Triplets
This fall Apple is expected to launch its first three flagship portfolio, the iPhone 7S, 7SP and iPhone 10th anniversary. Historically, we have found within triplet portfolios the middle device struggles due to consumer’s tendency to splurge for the most premium device or rationalize saving money with the least expensive. However, it is unclear how a $1,000+ price point and severe supply constraints for the most premium device will impact this dynamic. We are certainly very interested to see how Apple will segment the triplets with features and price, and would not be surprised to see the 7SP struggle.