A new segment emerged in 2017 in the global smartphone market, that of very high end terminals . And given its historical positioning, Apple is of course part of the iPhone X. The price range of these models, for the least expensive, is however not fixed. UBS analysts Steven Milunovich and Benjamin Wilson say Apple should push the boundaries again . More novelties, but more expensive The iPhone X in its 2018 edition is expected to cost $ 1,100. This represents a price increase of about $ 100 compared to the model launched by the builder last year. However, according to analysts, the terminal is facing commercial difficulties, probably because of its price . The solution, further increase its price? This may seem paradoxical, unless it is for Apple to accentuate the price difference – as well as other features – between an iPhone Plus and the X? This is a possible scenario. And if iPhone X does not break records, as various studies suggest, it has nevertheless allowed Apple during the first quarter of marketing to boost the average selling price of the iPhone. To compensate for the price rise of the X, USB analysts suggest that Apple could offer less expensive alternatives , in addition to updating old models, like the iPhone of 2017 and the iPhone SE. SE and LCD 6.1 “models for other purses According to the report, Apple’s strategy could be to direct high-end customers to the top of the price curve with moderately higher prices, but also to define higher price segments with new features. The manufacturer would not close the rest of the market by betting on its previous terminals. A strategy in continuity with that of 2017. Apple could announce the release of three new iPhones in September, according to KGI analyst Ming-Chi Kuo: 5.8 and 6.5 inch OLED iPhone, considered the successors of iPhone X and the model “Plus”, as well as an iPhone 6.1 inch LCD cheaper. Rumors also lend to Apple the project of launch an iPhone SE 2 . If the prediction of UBS analysts is true, it is possible that new iPhone OLEDs cost $ 1,100 or more. Remember, however, that the iPhone X the best endowed in storage already costs 1,149 dollars. The iPhone LCD and iPhone SE would provide consumers with more affordable options.