Apple Will Launch Two New iPhone Models In 2011 [Speculation]

Meet the family. iPhone play: Rocking design. Unbeatable price. iPhone air: Incredibly powerful, unbelievably thin.

Just six months have passed since the iPhone 4 launch, so it may seems a little premature to be speculating about its successor. But given the long lead times involved, you can bet that Steve Jobs’ A-team is already hard at it, toiling away in a maximum security lab, under his close personal supervision.

But where next for the iPhone? What can you add to the smartphone that has everything? With the growing competitive threat from Android, I think that Apple’s roadmap for iPhone in 2011 will switch from adding new features to product diversification, targeting multiple consumer segments and price points.

Instead of the iPhone 5, Apple will launch the iPhone Play and the iPhone Air. Here’s why…

The Android platform has two key advantages over iPhone: it offers consumers choice, and it offers handsets at entry-level prices. This gives Apple’s competitors a “price umbrella,” because the iPhone 4 is currently only competing at the high end, leaving the market for budget smart phones wide open. Apple attempts to address this by offering last year’s model, the iPhone 3GS, at a knockdown price. But who wants last year’s model? And  besides, it doesn’t make you feel very good to buy a phone that Apple can hardly bring itself to promote on its own website.

Apple’s main advantage over Android is that the iOS platform is not fractured, with different screen sizes, processor speeds, UIs, etc. This benefits both consumers and app developers, who can be confident that their apps will run on pretty much any device. Therefore the way for Apple to differentiate its hardware is not in terms of system specs – these should be identical. Instead, I think Apple will focus on physical dimensions.

Adopting a super-slim wedge shape for the top-end model, in the style of the new MacBook Air, would create a phone that slips seamlessly into the pocket of a fancy suit, (albeit, this is hardly a sartorial consideration for Steve Jobs). Meanwhile, the entry-level model could focus on adopting the fun styling of the new iPod nano, bringing a choice of colors for the first time to the iPhone line.

For the mockup, I’ve called them “iPhone air” and “iPhone play”, because it feels like time to move away from the numbering scheme – especially since the two lines will need to differentiate. In terms of timings, my guess is it’s more likely that the iPhone play will launch in 2011, alongside the current iPhone 4. We might need to wait till 2012 for something like iPhone air.

Hope you like the mockups. Please note this is all just speculation, and is not based upon any sources or even rumors!

What do you guys think? Will Apple launch a range of iPhone models, or place all its bets on the iPhone 5?

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  • Chris

    I seriously doubt it. This is not the Apple way. Leave it to Microsoft to release enough different versions of Windows to make your head spin. Steve Jobs has even joked about this in the past. If there are different models of iPhone 5 they will be based on storage (8GB/16GB/32GB) like they are today. The Air / Play separation proposed in this article will never happen.

    • rakim

      @Chris Agreed. Android’s weakness lies in its fragmentation, something that Peter Vesterbacka (Angry Brids) has suggested.

      Apple has never approached the budgeter’s market…sure they’ve reduced prices incrementally over the years and developed an iPod shuffle with limited features…but if they felt the need to address this ‘gap’ in their business model they would have done so with their MacBook range a long time ago. The iPhone is so excellently designed anyway, two models wouldn’t be required….it’s very thin, sleek and powerful enough to play with already. Also, it’s the apps on the phone that individualise, personalise and differentiate between everybody’s phones. Before the iPhone, people would rarely pay so much for a phone, but now it’s showing that the desire to have an iPhone outweighs many people’s money-saving, budgeting instincts.

    • imajoebob

      Absolutely. Apple will “switch from adding new features to product diversification, targeting multiple consumer segments and price points?” Based on what? Their history of fanatical adherence to singular, focused product lines for the last 30 years?

    • Demigod

      They’ve done it with the iPod – iPod shuffle and nano.

  • david

    it’s hard to guess what apple would do for the next iphone, but i agree they should offer more choices. i want to see an iphone with a bigger screen, this way games, videos, pictures, light web surfing is a bit easier. All the games could take advantage of the bigger screens.
    Android isnt just a threat, it probably could kill the iphone next year.
    apple better have something huge planned to fend them off. I think it’s pretty much inevitable for android to be #1, the way PC became #1.

    • Marky Mark

      There is absolutely no way the iPhone will be killed off next year because of Android. It has enormous market presence, an ecosystem worth billions of dollars and accounts for a huge percentage of Apple’s revenues.

  • Franco

    Kill the iPhone? Seriously, let’s be real, nothing is going to “kill” the iPhone anytime soon. That’s like saying a PC will kill Apple, it’s not going to happen. It’s not as popular as it is to be so easily killed off. And PC #1 of what? Maybe most widely used, not the best. And PC is not a brand. It’s like your saying every PC in the world is #1. That’s obviously incorrect.

  • Fredrik

    The one on the right didn’t looks so good. A big lump. Like the iPad was a giant iPod Touch, that is just a giant iPod nano. I doubt about this. Anyways the 3GS and 4 is still on the market, so they sort of has different types.

  • paul

    those mock ups are just super ugly.

  • Jbeitler

    I do not really care. If they would release a phone on something other than Att (or Verzion). I am quite happy with my Nexus One on T-Mobile and 4G. My girlfriend has an iPhone4 and it is so so so so so slow on Att’s 3G, she ends up using my phone most of the time to search for things. Add to the fact that Gingerbread is out and Honeycomb is coming soon-ish. I really see no reason to get an iPhone ever.

    Though I am excited about the new MacBook Pro line and a 1440×900 resolution on my 13″ work horse.

    //j

  • Lorenzo

    iPhone Air…..5 stars!!!

  • dbwie

    Well, they may have learned from their new AppleTV that having a lower price point can be important. I think they will keep a similar form factor/price and add more features and storage capacity for the iPhone, and perhaps make a lower priced flip phone based on their current iPod Nano. (Just the Nano feature set with phone and texting functionality added).

  • eliterrell

    They won’t introduce 2 new form factors. They will be keeping the iPhone 4 in a budget role, same as the last few years. Maybe they’ll bump the specs or promote it more. I think, though, that Apple feels like dropping the price would reduce the value in consumer’s eyes. I think they’re happy with the $100 price point.

  • Maxi

    Never! Would kinda kill the cult of it, wouldn’t it?

  • http://none mustanghd

    IPHONE AIR design that you made up looks nice and I would be happy with the future IPHONE to look like that, on the other hand, the IPHONE PLAY design is not something I would want in my Apple arsenal. One of the great things that Apple does very well, is that their design is just as important as functionality, and that is something I wish other manufactures did as well. They do it right, the packaging for everything I have ever purchased from APPLE has been meticulous with detail and a beautiful piece of machinery. My 3rd generation IPOD(oh the step child with firewire connector) is still in use to this day.

    I feel that their new IPHONE(s) will be not much different from the IPHONE4 in design, which is a good thing because the IPHONE has always been a sleek looking device in which others try to copy. Most of the Andriod series phones just look and feel flimsy and plastic to me. Before I went with the IPHONE4, I tested every Andriod phone out from Verizon and Sprint, just never got a good feel for them.

  • Johnny Rocket

    Doubt it.

    But if these two designs were in fact implemented, one of the author’s speculative statement is seriously flawed:
    “a super-slim wedge shape for the top-end model… would create a phone that slips seamlessly into the pocket of a fancy suit, (albeit, this is hardly a sartorial consideration for Steve Jobs).”

    Most “fancy suits” usually come with four roomy coat pockets and more than adequate pants pockets.

    Jeans, the preferred gab of SJ, feature tighter pockets (front and back), necessitating a greater need for a tapered design more akin to the MacBook Air, to facilitate pocket entry!

  • Gho5t

    I think the point of the Apple business model is completely being overlooked. Apple does not intend to produce products for the masses. If Android or MS 7 Phone wants to fill that void, Apple will happily seed the major portion of the market to them.

    Apple seeks to develop electronic devices that meet high end niche market requirements that just work (and protect a much higher profit margin). Cash flow is a business’s life blood. Steve won’t risk a reduced profit margin simply to control the majority of the market. Especially when the market is beating a path to your retail outlets and your products are flying off the shelves or sold even before they are built.

    Sometimes second place really isn’t second place at all….. Just look at Apple’s stock price in comparison to any of their competitors.

  • igorsky

    I’m not an Apple fanboy by any means (iPhone is the only Apple product I own). But everytime I read an article that states the “threat of Android” I laugh a little. There’s no threat. Android sells more because it offers more phones on more carriers. Period. What’s the phone that everyone wants? The iPhone. So watch what happens to the “threat” when Verizon jumps on the iPhone. And by the way, despite their chest-thumping, Verizon will jump…there have been plenty of graphs comparing iPhone market growth vs the growth of every other phone Verizon sells, and it ain’t pretty. So when their current business model stops working (and $300 per share tells me that’s a long ways off), Apple isn’t changing a thing.

    Also agree with Gho5t…Apple does not want to be a mass-market phone producer or they would’ve done it three years ago.

  • Tom

    Absolutely no offense meant to the writer, but both mockups are truly hideous. For one, apple isn’t going to stretch out their nano to make an angular iPhone, the other has no purpose, looks lopsided and would simply reintroduce the antenna issues of the first model. No, apple has an A1-class design team and makes beautiful/functional hardware. I’d eat my MacBook Pro before I considered buying something like either of these, something I needn’t fear since apple is far, far more creative than this. Crap, I think I just reached grand-poobah rank amongst the apple cult brothers. Well, better embrace it, I’m a fanboy, WOOHOO! HAHAHAHAHAAAA!!! All hail the leader, we love the leader…

    • Brandon

      Yeah..!

  • Gazoobee

    This is a joke, right? I don’t get it since it’s not April Fools though.????

    The idea that Apple would differentiate it’s product based on shallow “re-styling” of the outside cases is not only ludicrous, it shows a complete misunderstanding of how Apple designs things and the design industry in general.

  • david

    the biggest thing keeping iphone back is that it isn’t available in all carriers.
    They need to do this ASAP and then they’re finally playing on the field as all the rest of the OS’s.

    It doesn’t even matter if they add more features or different models, this issue is setting back the iphone by a lot. They’re losing customers by tons.
    They need to bring it to all carriers so everyone can now make a choice between OS.

  • Richard

    This is easily one of the dumbest things I have read in my entire life. I award you no points, and may god have mercy on your soul.

  • John

    I don’t think either of these options are the Apple way. The only disappointing thing with my current iPhone is battery life. I get 11 to 12 hrs of standby and about 3 hrs of use before my battery is dead on my iPhone 4. This is barely enough to last a working day for me. I have to keep a charge cable handy and I dock at work just to top up the battery. If anything, the next iPhone will have faster Processors, so the battery will have to be better again. The current iPhones and iPads are just big batteries with a tiny logic board attached already. Had to see this getting very much slimmer, and a wedge would be awkward to use in landscape.
    I would like to see better voice control (play podcast would be a nice addition to play artist or play song) or voice contr to launch apps and speak buttons names.

    Information leak guard would be nice, but the cynic in me doesn’t expect it. Apple will protect the MPA and the RIAAs data, but seem to have no regard for securing mine.

    • Wirehedd

      I bypassed the battery life problem with a simple add on battery pack I ordered online for about $12.00 and it literally gives me an additional 75-80% battery life. It’s a little inconvenient if I need to use it as i adds an extra 2 inches to the length of the phone but it works and works well.

  • Brandon

    I’m not so sure the cost of the phone is what’s stopping most people from buying an iPhone. It’s the bloody data plan prices! I just can’t afford $70-100 a month simply to USE what I’ve already paid $200 for.

    Living about $50/month over the poverty line, I’m just too poor to be an iPhone user. What is needed is much more competitive data/voice/text plans. Making an iPhone Play with the nano’s kiddie aesthetics is all well and good, but most kids will want an iPhone no matter what the hardware looks like/costs… the really big deal is ongoing monthly charges. Change that and Apple will have performed the coup-de-grace on Android.

  • http://gabihelfert.com Gabi

    No way. Who needs an even thinner iPhone – at the loss of battery time? And then in a wedge shape – what about using it in horizontal format? The play version wouldn’t be Apple’s style. They aren’t after the low-price segment, have never been. Especially not with a design as ugly as this.

  • Aindriú

    Not to beat a couple ugly dead horses, but both of the speculative mock ups miss the design mark by a few million miles.
    -Where would you put the Dock Connector on the “Air”? This has been on the bottom of every iPhone released to date, but your mock up leaves no room for its placement there.
    -The wedge shape works well on a laptop that you’d want resting at an angle for more comfortable typing, not a phone you’d like to hold up to your ear to use or hold with both hands to play many of the available games. It’d be really top heavy, and too uncomfortable for long periods of use.
    -The “Play” is completely unnecessary. Apple’s minimal aesthetics on the iPhone lend well to cases, bumpers, covers, etc. that people will mostly buy to protect & individualize their iPhone. Multiple colors aren’t needed.
    -The Nano doesn’t run iOS, and to confuse the issue even further by having an iPhone that looks very similar to it is ridiculous. (The AppleTV does run iOS so lets start crazy rumors about being able to plug a headset in and use it for VoIP calling).

    Apple will keep their same business model (Why fix what ain’t broken?), and, hopefully, just expand its carrier in the US.

  • http://www.twitter.com/tHoj101 Tyler Hojberg

    No…they’ll launch iPhone 5. Period.

  • http://iamshaun.tumblr.com iamshaun

    I liked the mock-ups, and it’s certainly a sound theory.. but I’d rather see things like a slide-out keyboard, bigger screen, better battery life and a higher end camera.

  • JayeDee

    What Apple will probably work on now is getting rid of AT & Crap and trying to go after the remaining phone carriers. Verizon seems like a best bet….first. I see the iPhone probably working the rounds the same way they’ve done in China and England, having the iPhone available to every carrier. Thats Androids only hold right now, they are on Verizon, Sprint, AT & T, T-Mobile but once they iron out specifics the price drop might be dramatic considering you’re offering this phone to every carrier, everywhere. That’s why the Android is so affordable now, look at Blackberry, they weren’t always with every carrier and come April when Apple and AT &T’s contract expires, you can bet iphone’s gonna exploded throughout the US.

  • Wirehedd

    Frankly, I don’t think either model is even remotely possible. The costs involved with doing this to a tremendously successful line would be akin to product suicide.

    A newer iPhone with a slimmer formfactor a la iPod Touch 4th gen would be a consideration and would be a consumer draw as long as the technology inside was able to be condensed enough to physically fit inside but the idea of a “toy” version would only make sense if it was to be a model aimed at younger (tweens and teens) consumers and was intended to be used as a familial communication model with location monitoring through GPS but that would be about the limit. We all saw how successful that little phone released 2 or 3 years ago for children was which allowed for calling one or two numbers (I think it was called the Mosquito but I may be wrong). Apple is far too savvy for that sort of predesignated fail.

    Personally, I would think that the folks in Cupertino will beef up the A4, add more memory upward to at least a gigabyte or two and MAYBE increase the internal storage to 64GB like the top end Touch and obviously, address the antenna issue (as seen with the new patents with the antenna in the logo) but that would be about it. Thinner and more powerful with more storage and processing memory. Improvements will be incremental and solid as opposed to drastic or radical shifts.

    Otherwise I think we will see the iPad 2 with dual cameras, better sound, display and more memory.There is also possibly a 7 inch form (iPad Nano?) with the features of the current iPad aimed more directly at the ebook market and commuting crowd which may also incorporate the dual cameras but not a lot more power or memory. 3G and wifi would be mandatory with possible LTE capability as well.

    I have no illusions that the products are already near completion and we may or may not get controlled leaks as the release dates approach but all I can say is we don’t know yet.

    • S

      I agree with you on all points except the idea of a smaller screened iPad. Steve Jobs said any screen less than 10″ would be “dead on arrival”.
      I’m looking forward to an iPhone with better battery life and a nice form factor so we don’t have antenna issues. I’m sure the latter is what they will want to fix first. This is why i decided to skip the 4, and wait for the iPhone 5, or iPhone 4S, or whatever they plan on calling it next.
      OS wise, the main thing I want is the option to edit the Lockscreen, like some of the Android phones. I’d like to have my recent notifications, weather, to-do lists (3rd party apps) etc.
      You can already do this if your phone is jailbroken.
      Would apple give up numbers? I don’t think so. If anything they might switch to Roman numerals later on, such as iPhone X, for change.

  • http://GoFkYourself.com FAtalHP

    Leave Apple Alone!!!!…

  • http://www.macpredictions.com Graham Bower

    Thanks for all the feedback guys.

    For what it’s worth, I agree, sorting out AT&T exclusivity has got to be Apple’s priority number one for iPhone – but it’s pretty much an open secret that this is on the cards anyway.

    For those who think that Apple would never diversify their iPhone lineup, I’d say that this is exactly what Steve Jobs always does. He starts with a single-minded, monolithic product line, and then diversifies. When he first returned to Apple, he scrapped a load of products to focus on just two: the PowerMac (now the “Mac Pro”) and the PowerBook (now the “MacBook Pro”). Once these were selling well, he split both lines, to add lower-cost consumer versions: the iMac and the iBook (now “MacBook”) respectively. The same thing happened with the iPod – we started with one model, and later, Apple added the iPod mini, which subsequently became the “iPod nano”. Far from being a non-Apple thing to do, this is actually a typical Apple power-move, and I believe the market is ready for it to happen again.

    I totally accept I haven’t got the design, or indeed the name quite right for the “play” – hey, I’m not Johnathan Ive, and this is just a concept. It’s only intended to give an idea of how the products could differentiate – both with the same spec, but one much thinner than the other, with more of a “pro” feel. Ultimately, the lower-cost one also needs to feel sexy, and certainly shouldn’t feel like a “toy”.

    BTW – with a “fancy suit,” you don’t want to put bulky stuff in the pockets, because it spoils the “line”… or so I’m told. Personally, I’m a jeans and t-shirt kind of guy. ;)

    • Wirehedd

      “Thanks for all the feedback guys.”

      You’re welcome.

      “…never diversify their iPhone lineup, I’d say that this is exactly what Steve Jobs always does. He starts with a single-minded, monolithic product line, and then diversifies. …he scrapped a load of products to focus on just two: the PowerMac …and the PowerBook …he split both lines, to add lower-cost consumer versions: the iMac and the iBook… The same thing happened with the iPod – we started with one model, and later, Apple added …“iPod nano”…this is actually a typical Apple power-move, and I believe the market is ready for it to happen again.”

      I don’t disagree but I am reluctant to believe that with the current level of competition from Android and SJ’s assertions of the “fractured” system of development is more difficult and costly to develop for that he would do this with the iPhone right now. That isn’t to say that he wouldn’t do it in the future but I’m relatively convinced that he will maintain the current line and focus more on the developing product lines of the iPad. While SJ has said, as pointed out by poster “S” that the “dead on arrival” quote was prevalent I also think there is a significant market for smaller tablets exemplified by the Galaxy Tab, Nook and Kindle. If Apple were to present a 7″ iPad into this market they would have a pretty significant market share almost immediately as I know a number of people who’s interest in the iPad was dampened by it’s size whereas the 7′ tablets are more appealing to the commuter and ebook crowd who want mobility more than size.

      As for diversification of the iPhone line, I can see it happening eventually but not while there is still so much uncertainty in the market and while there still remains to be so seen of what Symbian and WebOS and the like are going to be offering. There just isn’t as much of a variance in market demand for various levels of smart phones to justify the expense yet. The continued offering of the 3Gs models will do the same as adding a lower power model while adding no new R&D costs.

      Still a good article. Thanks for the catalyst to an excellent discussion.

      …and I put my iPhone4 in my suit pocket all the time and it never impairs the “line”. :)

    • Holland Oates

      If they need a cheaper model to compete against low-cost or “free” smartphones, how about this. An iPhone mini with a slightly smaller screen, the original 1x resolution (before the retina resolution), a cheaper iPod touch level video camera, and maybe no GPS or Bluetooth or something.

      Maybe a polycarbonate shell, including the bezel on the front face, maybe in colors. Rocker volume switch. Just real basic, but still snazzy looking.

      Nominal price of $99 but sometimes available free, or buy 1 get 1 in carrier promotions. Apples sale price to carriers maybe $300-400.

  • narodno

    iPhone Air looks great, but iPhone play?
    i Belive in Apple iphone 5.

  • John Burik

    I like the “air” version *and* waiting until it’s available on Verizon.

  • charlie edwards

    I have an iPhone 4 and my wife has a 3GS and she is ecstatic about hers. For most of the people getting “Last Year’s Model” they don’t give a sh*t, they’re just happy they have an iPhone.

  • nenenen

    Well, of these designs I’ll say, the “air” looks like it would be heavy on the one end that is shown as the “top”, I would say that the wedge would need to be in your hand and that might not work well for horizontal viewing, etc. The “play”, well, I guess, if I were a teenager… nope… if I were one of these teenagers I see with iphones that look like they’ve been run over by a car from casually tossing them into purses, car seats, back packs… well, these colors might amuse me, but isn’t that what cases are for? And you can always change your color with the cases. I don’t see Apple doing this, makind two different packages for the machine. I mean, two colors, yes, but have they ever packaged the same device in two different bodies?

    And why would they, I don’t remember any complaints about the look of any of their phones, sometimes the performance derived from design was lacking, but I don’t think the look of the phone has ever been questioned, well, maybe the curved backs…

    I think the next iphone, whatever it’s call will look a lot like the 4. They’ve got a lot going on, moving to Verizon, expanding into new markets around the world and probably needing to figure out a world phone solution. not to mention RFID and E-Wallet capabilities that will need security measures in the phone itself. Plus the forward facing camera will get better as the back one has. I could possibly see a glowy rim around the front or the apple in the back wiith how small and energy effecient leds are getting. And I think we’ll see it becoming more integrated into the functionatily of apple tv and the mac OS as the lines between iOs and Lion blurr.

    And there’s the real strength of the iPhone and Apple in general, they offer the first glimpses of a future in which everything just works, where there are no boundaries, no special cables or drivers or codecs between your different devices. Where I can be watching the movie on my television, slide it to my ipad while I make dinner and take it outside on my phone while I fire up the grill, all the time wearing my bluetooth headphones. I think Apple is moving toward unifiying all their smart devices into a single operating universe where each of their devices will interact and support the others.

    Also, they will add a laser. Because if we’re gonna dream, let’s dream big. Mmmmm, laser phone.

  • Anonymous

    Two problems with the iPhone air,

    - Unless it were a WIRELESS CHARGE, there’s no way a normal connector could fit (unless it were in the top)

    - Why do you need a bug ugly antenna when you could have a logo antenna that Apple has already patented?

    Otherwise, I love the designs. Also, I think that the Play should have a <3 inch screen (it would be the nano) and make another addition with a 4-4.7 or so inch screen to challenge the big Androids and thoose who think 3.5 is too small. Cheers!

  • txnz

    Where do I sign up for the iPhone Air ….bring it on! I love it :)

  • http://pulse.yahoo.com/_IGXOEY66EZNQ5ATL3WGCOV6DJA gurkeen

    what will be the price of “iPhone air”
    and when will it be launching

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  • davo johnston

    iphone 5, iphone air and iphone play!
    3 models would be awesome and apple needs to have a widgets tab on its home screen in ios 5.1!

  • davo johnston

    iphone 5, iphone air and iphone play!
    3 models would be awesome and apple needs to have a widgets tab on its home screen in ios 5.1!

  • praveen d king f heartz

    cool……………………………..

About the author

grahambower

Graham Bower is a digital strategist, writer and fitness fanatic. An Apple-obsessive for over 20 years, Graham's company, Polymath, uses Macs to create ad campaigns for the likes of Nickelodeon, Starbucks and The Economist. Graham is the geek behind MacPredictions, a blog with an uncanny track record for anticipating what Apple will do next. Follow Graham on Twitter and LinkedIn.

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