Apple prides itself on producing well-built, covetable smartphones, but one analyst believes that the iPhone 7 might not be too impressive.
Ming-Chi Kuo, a respected analyst at KGI Securities, believes the iPhone 7 won’t have “many attractive selling points”.
The long-time Apple commentator made the damning remarks in a new research note that describes how Apple’s 2016 phone shipments could fall below 2014 levels.
“Given the fact that shipments fell YoY for the first time in 1Q16, we don’t think large-screen replacement demand will contribute much to growth,” Kuo explained.
He continued: “To sustain growth, the iPhone needs to come up with more innovative features to revitalise the user experience, for example in form factor design, software and hardware specs.”
The analyst added: “We don’t see many attractive selling points for iPhone 7 in 2H16 and are conservative on 2H16F shipments. While we revise up 2016F iPhone SE shipments from 12 million to 18 million units, this won’t offset overall iPhone shipments decline.”
According to Kuo, Apple will be the only top-five smartphone brand to see a decline in shipments year-on-year.
Related: iPhone 8
However, Kuo recently predicted that next year’s iPhone – the rumoured iPhone 8 – will feature a significant design refresh, possibly debuting an all-glass body.
It’s also expected that Apple will introduce AMOLED displays, with the possibility of a new 5.8-inch model.
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