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Apple Inc. (NASDAQ:AAPLB) has not forgotten the role the iPhone has played in its success. With a 10th birthday coming up for the iconic device, Apple is rumored to be getting ready to announce 3 iPhones instead of the usual 2.

There are expected to be updated versions of the current iPhone 7 and 7 Plus along with a special 10th anniversary iPhone with a unique display and several new features including wireless charging and a form of facial-recognition technology.


Higher Price Tag Possible

Such a move will obviously create buzz and excitement. It also creates risk for Apple – especially if the improvements are accompanied with significantly higher price points for the new devices. A big boost in selling price could dampen enthusiasm as well as sales.

In addition, new technology brings with it the risk of costly manufacturing errors. Then there’s the additional cost and complexity of marketing 3 models instead of the customary 2.

Larger Product Line

Adding an additional iPhone to the mix isn’t much by itself but consider the fact Apple currently offers existing iPhones in 6 colors. And the company makes the iPad in four models, the Apple Watch in 2 versions, 11 Mac models, the Apple TV and a whole bunch of accessories.

All that said, anticipation of the new iPhone has already pushed Apple’s stock price up this year. It’s fair to say consumers won’t care how many devices are in Apple’s product line until something goes wrong.

On The Services Side

Meanwhile on the services side of the company, Apple announced recently the hiring of two major Sony Corp. SNE executives to head up the company’s original video space. The idea is to compete with Amazon.com Inc. (NASDAQ:AMZNC), Netflix Inc. (NASDAQ:NFLXC) and Time Warner Inc.’s (:TWXN/A) HBO.

Analysts are wary that, true to form, Apple will concentrate on privacy at the expense of innovative programming. Alternatively it could offer great programming with less privacy. Either tactic could spell trouble for the company – again, if something goes wrong.


Apple Glasses Could Be Biggest Hit Of All

One analyst, Gene Munster of Loup Ventures, believes Apple Glasses, which he thinks will launch by 2020, will outshine the iPhone in time. Munster thinks with or without new technology, iPhone sales will peak in just a few years.

Munster expects the glasses to offer augmented reality and to allow wearers to view digital content on top of the real world. This includes information currently provided by the iPhone. At any rate Munster thinks iPhone sales will begin tapering off as the glasses shoot up in popularity and sales. Much of this, Munster seems to believe, will be due to the redundancy of an iPhone compared with Apple glasses.

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