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The new iPhone is set for a major redesign, incorporating the major industry trends of the past two years. The redesign is set to do away with one of the most iconic elements of the iPhone's historic design, the home button.


  • Apple has had to sacrifice the home button for the edge-to-edge display. This button has been a hallmark of the iPhone design since the very first iPhone, so this is not a small issue from a branding perspective.
  • There will be several changes to both the front and rear cameras, and these changes will be mainly driven by Apple's desire to push AR with this release.

Features and Benefits

  • Analyzes the features that are likely to be introduced in the new iPhone.
  • Evaluates the impact of the new iPhone and its features on Apple and the rest of the market.

Key questions answered

  • What opportunities will the new iPhone open up for operators and content developers?
  • In which areas is Apple leading or following the market?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for service providers and retailers
  • Recommendations for content providers

New headline features come with some compromises

  • Edge-to-edge display pushes out home button
  • New display technology comes with a new price

Apple will back up its ARKit software with hardware support

  • Camera changes will be driven by AR requirements
  • Under-the-bonnet new A11 chip brings power and efficiency


  • Methodology
  • Further reading
  • Author

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