Apple has brand recognition and a premium image in the smartphone segment. And while the new iPhones look stunning and come with one of the most premium designs, multiple sales have hinted at weak sales. And adding another blow to the current situation is a new report from Nomura Analyst Anne Lee, who expects a further decline in sales, both in 2019 and 2020.
According to a report on Barrons (spotted by 9To5Mac), Apple sold 213 million units in 2018, and in 2019, the analyst expects shipments to drop to 204 million units. The fall will continue through 2020, when the analyst expects Apple to ship only 200 million units. The reason for this is likely due to the “limited changes” that Apple will make on the design front.
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For the 2019 iPhones, Apple is once again expected to retain the iPhone X design one final time, following the “tick, tock, tock” design cycle. This also means that the successors to the iPhone XR, iPhone XS and iPhone XS Max will likely look identical to the current version. The major differentiator, as always, will be the internal upgrades, camera improvements, and some Augmented Reality (AR) features.
The analyst further states that Apple will introduce external changes to the design in 2020. One of the expected changes will be the removal of the controversial notch. Besides this, Apple is also expected to introduce 5G to the iPhone line-up. While Apple hasn’t officially addressed the recent reports talking about drop in sales, the new marketing campaigns that focus on boosting iPhone sales does hint at changes in the marketing strategy.