London Daily

Focus on the big picture.
Tuesday, Oct 27, 2026

Apple's new iPhone is finally coming. Are you excited yet?

Apple's new iPhone is finally coming. Are you excited yet?

New iPhones will be revealed today, but do phone shoppers still have the same lovin' feeling?

For years, like clockwork, new iPhones have been released in the fall and consumers snapped them up quickly, before inventory inevitably ran out, and slow responders were forced to wait for weeks.

Enthusiasts camped out in tents to snag bragging rights to be first with the new iPhone. Then Apple got better at inventory management, and convinced customers they didn't have to wait on line, just order it ahead of time, and it would be awaiting you on release day. So we don't see the masses outside Apple Stores like we used to.

And with a pandemic and many Apple Stores closed to the public, the odds of that happening again this year are remote. But with Apple set to release new editions of the iPhone on Tuesday, what of the enthusiasm for new models that will touted as more powerful and faster than last year's?

Dan Ives, an analyst with Wedbush Securities contends that the release of the devices believed to be called iPhone 12 is a "once in a decade" upgrade opportunity for Apple that will be its biggest seller since 2014's iPhone 6, the first of the modern iPhones to have a larger LCD screen.

He suggests there are 350 million iPhones owners who have waited at least three and half years to upgrade, and that the promise of connecting to the new, faster, wireless 5G networks on the new iPhones will do the trick in getting them to hit the pre-order button.

Apple is expected to debut four editions of the new iPhone, starting at $699 and going up the ladder to a starting price of $1,099. All are expected to connect to 5G networks.

Ives admits that 5G currently is in its early stages, with speeds that aren't much faster than the current 4G but that he expects that to change in the next 12 to 18 months.

"This is the launching pad for 5G," despite Samsung's relentless hyping of the standard for over a year, he says, due to the size of Apple's 1 billion-plus iPhone user base.

He expects between 75 million to 80 million iPhones to sell before the end of the year. Last year, Ives had projected sales of 65 million units sold for the quarter, and Apple ended up selling 72 million. It finished the year with just over 180 million iPhones sold.

Apple iPhone sales peaked in 2014 with sales of 231 million units, the year iPhone 6 was introduced, says Ives. The company stunned Wall Street in its most recent earnings report, when it announced that after several quarters of declining iPhone sales, that sales were up, even during a pandemic, as consumers turned to tools for working from home, like the iPhone, iPad and Macintosh computers.

Who's going to buy the new iPhone?


Photographer Pete Halvorsen is one of those who has to get the new iPhone 12, sight unseen. He plans on putting in a pre-order this week, like he does every year, handing down his current phone to his wife, who in turns gifts their teenage daughter with her old model.



Halvorsen once put in 8.5 hours waiting on a long line for an iPhone but has since switched to online pre-orders, since it's more efficient.

He knows he wants the next iPhone, because as a photographer, the camera is always improved enough to make a difference, and he says the iOS 14 operating system upgrade always runs smoother on the new phones.

"Even if the updates are incremental, it's still enough to warrant a new model," he says.

But when we asked on social media about how eager consumers were to buy the new model, many were skeptical.

"The iPhone was revolutionary and unquestionably changed the world," notes Bruce Braun, a retired TV exec. "People wanted to be part of that revolution and have a phone that matched the hype. Apple is now just making incremental improvements to make a good product better every year, as technology innovates. Where's the thrill of something truly revolutionary again, especially if it costs over $1000?"

Kat Eller Murray, a San Francisco based marketing exec, also votes a firm no.

"I'm going to try to hold on to my phone for a while longer (and I used to change phones all the time!). I just don't see the point in it especially at the price points."

But Michael Markman, a former Apple executive, says the excitement for new iPhones hasn't faded.

"It's that satisfaction lasts longer," he said. "In the early years, the delta from one iteration to the next was huge. Since the 7, however, the phones have really good. Since the X, they’ve been great. Makes it a lot easier for people to hold on for another year. Or three."

And if Markman and Ives are right, shoppers could be buying a lot of new phones putting in orders for many upgrades this year.

Newsletter

Related Articles

0:00
0:00
Close
Education or Indoctrination? The Growing Debate Over Religious Participation in British Schools
Germany's Vanishing Shopfronts: The Silent Collapse of the Businesses That Built Its Cities
Transport for London Unveils Expanded Zero-Emission Bus Fleet to Meet Capital Air Quality Targets
Higher Education Institutions Face Deepening Financial Strain Amid Declining International Student Enrolment
Automotive Industry Leaders Criticize Government Tax Policies and Urge Action on Retail Consumer Confidence
Environment Agency Issues Flood Alerts Across Scottish and English Waterways Following Heavy Rainfall
Independent Audit Highlights Persistent Security Vulnerabilities Across Legacy Government Digital Portals
Northern Ireland Political Leaders Clash Over Westminster Funding Allocations Ahead of Autumn Budget
Ethnic Minorities in England Face Significant Disparities in Routine Breast Cancer Diagnosis Rates
National Police Chiefs Report Alarming Surge in Domestic Abuse Cases Fuelled by Expanding Illegal Cocaine Market
Government Announces Two Hundred and Twenty Million Pound Pothole Funding Boost for Local Highway Authorities
China Issues Formal Warning Over Potential United Kingdom Restrictions on Chinese Electric Vehicles
British Defence Ministers Sign E5 Pact to Enhance European Military Capabilities and Industrial Cooperation Within NATO
United Kingdom Business Activity Expands at Fastest Pace in Eight Months According to S&P Global Flash Survey
Chancellor John Healey Prepares Major Devolution Package and Bank Profit Surcharge Ahead of Upcoming Autumn Budget
National Health Service Consultants in England Announce Two-Day Strike Action Scheduled for November
Major Clean-Up Under Way Across Britain Following Destruction Caused by Consecutive Storms Austen and Boelo
KEY TRENDS TO WATCH
Declassified Intelligence Files Reveal British Security Services Monitored National Health Service Founder
British Government Launches Sweeping Regulatory Crackdown on High-Risk Cosmetic Procedures
Scottish National Party Demands Ban on Using Scottish Revenues to Fund English Nuclear Energy Projects
Mayor of London Initiates Landmark Pedestrianisation of Oxford Street to Revitalise Global Retail Hub
British Judges Granted Expanded Legal Powers to Punish Convicted Killers Who Refuse to Attend Sentencing
United Kingdom Poised to Miss Reduced International Aid Spending Targets Ahead of Fiscal Review
Surging Cocaine Consumption Drives Record Drug Fatalities and Rising Crime Rates Across Britain
Department of Health and Social Care Announces One Hundred and Forty Million Pound Boost for Urgent Care
British Services Sector Records Strongest Growth in Eight Months Despite Broader Economic Uncertainty
United Kingdom Retail Sales Suffer Unexpected Decline as Consumer Confidence Plummets
Greater Manchester Mayor Andy Burnham Urges National Debate on Restoring European Union Free Movement
Deep Cabinet Divisions Emerge Over Controversial Approval of North Sea Fossil Fuel Projects
United Kingdom Government Urges Citizens to Stockpile Essential Supplies in National Resilience Pivot
Storm Boelo Kills Two People and Cuts Power to Tens of Thousands Across Great Britain
Critical Software Flaw Forces Dozens of United Kingdom Government Services Offline Amid Mass Security Warnings
UK Consumer Confidence Tumbles Amid Rising Energy Costs and Global Commodity Price Pressures
North Sea Transition Authority Approves Production from Jackdaw Gas Field to Bolster Domestic Energy Security
Storm Boelo Leaves Tens of Thousands of Households Without Power Across Scotland and Northern Ireland
UK Government Launches National Be Ready Campaign Urging Households to Prepare Three Days of Emergency Supplies
Department for Environment Food and Rural Affairs Implements Stricter Water Quality Regulations for British Rivers
Welsh Government Launches Major Renewable Energy Initiative to Expand Offshore Wind Capacity Along the Coast
Northern Ireland Executive Reaches Final Agreement on Comprehensive Regional Infrastructure Modernization Plan
Office for National Statistics Reports Moderate Increase in British Retail Sales Driven by Autumn Discounts
Scottish First Minister Announces Emergency Housing Strategy to Tackle Severe Homelessness Across Urban Centers
Automotive Industry Leaders in the United Kingdom Urge Government Support for Electric Vehicle Manufacturing Transition
United Kingdom and European Union Initiate High-Level Negotiations on Post-Brexit Defense and Security Pact
National Health Service England Introduces Sweeping Digital Reforms to Reduce Hospital Waiting Lists Nationwide
Chancellor of the Exchequer Outlines Emergency Fiscal Measures to Address Local Government Funding Crises Across England
Bank of England Governor Warns of Persistent Inflation Pressures Impacting Interest Rate Decisions in the United Kingdom
UK Conservative Party Suspends Former Electoral Candidate Following Undercover Investigation
Actors and Writers Condemn British Anti Terror Legislation Targeting Activist Groups and Free Speech
Central Bank and Treasury Monitor Inflation Risks as International Monetary Fund Upgrades United Kingdom Growth Forecast
×