If you're considering upgrading your iPhone, Apple has new options hitting the market in September.

The company is planning to launch three new iPhones that maintain the edge-to-edge display screen introduced with the iPhone X, people familiar with the matter told Bloomberg. The phones will come in a wider range of prices and screen sizes, including the biggest ever iPhone screen. Some insiders are labeling 2018 as an "S year" for the iPhone, meaning the devices include new features but are based on a design introduced in a previous year.

The higher-end iPhone of the three, known internally as D33, will have a 6.5-inch screen, making it the largest iPhone to date, and will let users view content side-by-side in apps like Mail and Calendar, according to Bloomberg's report. Apple is also planning to release a less expensive model resembling the iPhone X but with aluminum edges rather than a stainless steel casing. The least expensive of the three, the phone will have a 6.1-inch screen. A third option will be an upgraded version of the iPhone X, which will have a 5.8-inch screen and an improved camera and processing speed.

Apple's plans for the iPhone suggest the company has shifted its strategy from adding millions of new iPhone users to gradually increasing average iPhone prices, Bloomberg reports. Even with slower growth in new iPhone sales, the company can grow revenue by increasing the total number of devices that work with Apple accessories and digital subscription services like Apple Music.

"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," Gene Munster, a longtime Apple analyst and managing partner of Loup Ventures told Bloomberg.

The smartphone market worldwide is experiencing a stagnant period, as smartphone shipments remained flat for all of 2017, according to Mary Meeker's Internet Trends Report.

Published on: Aug 27, 2018