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    Apple’s risky balancing act with the next iPhone

    by JASON SNELL Aug 18, 2017 5 minutes

    As there always are at this time of year, there are lots of rumors out there about what the next iPhone will be. This year we’re hearing that Apple is going to release a high-priced, next-generation phone in addition to the expected iPhone 7s and iPhone 7s Plus models.

    The idea that Apple might make an ultra-high-end phone with a huge price tag has rubbed many people the wrong way. Daring Fireball’s John Gruber did the math, and while this potential move makes a lot of sense, it’s also a gamble on Apple’s part. But if Apple didn’t release a nextgeneration phone this fall, it would also be risking the fortunes of both its brand and its most important product.

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