New Apple Phones

Apple Inc. is not only doubling down on the iPhone X,

it’s tripling down.

The world’s most valuable company plans to launch three

new phones soon that keep the edge-to-edge screen

design of last year’s flagship, according to people familiar

with the matter. The devices will boast a wider range of

prices, features and sizes to increase their appeal, said

the people, who asked not to be identified discussing

unannounced products.

However, none of the three iPhones will be wholly new

designs like the iPhone X was last year or the iPhone 6

in 2014, with some inside Apple labeling the launch as

an "S year," a designation the company has given to new

handsets that retain the previous design but add new

internal features. The company is planning more significant

changes for next year, they added.

The iPhone X wasn’t as big a hit as some Wall Street

analysts hoped for before it was released last November.

However, it still sold strongly and helped Apple gain share

in a smartphone market that has almost stopped growing.

The upcoming phones, planned to be unveiled in September,

show the company is adjusting its strategy. Rather than

luring millions of new iPhone users, Apple’s goal these days

is to steadily raise average prices, while expanding the total

number of active devices to support sales of accessories and

digital services like streaming music and video.

"The iPhone is entering a period of 0-to-5 percent annual

growth, and the things they’re doing this fall will keep them

on that path," said Gene Munster, a veteran Apple analyst

and managing partner of Loup Ventures. The "real sizzle"

for investors remains the iPhone because it’s the hub for

almost all Apple’s other offerings like the Apple Watch,

AirPods, and Apple Music, Munster added. Apple spokes-

woman Trudy Muller declined to comment.

Apple shares gained 0.8 percent to a record $217.94 in New

York, pushing its market value to $1.05 trillion.