Apple plans to begin production of a refreshed iPhone similar in size and shape to its current one in the second quarter of the year, according to people familiar with the device's production, teeing up a possible summer launch for the next version of its flagship device.
At the same time, Apple continues to work with its manufacturing partners in Asia on a less expensive iPhone that could be launched as soon as the second half of this year, these people said. The four-inch device likely will use a different casing from the higher-end iPhone. Apple has been working on different color shells for the phone but its plans remain unclear.
An Apple spokeswoman declined to comment. The Wall Street Journal earlier reported that the company was working on a less expensive iPhone that could go on sale as soon as this year. Analysts have said they expect Apple to launch its next iPhone around the summer.
The two devices reflect new pressures on Apple. The Cupertino, Calif., company has long commanded unique premiums for the iPhone, but consumer demand for cheaper products is spiking. A flood of smartphone entrants and the rise of Samsung Electronics Co. 005930.SE -0.99% have commoditized the market, squeezing margins and dividing profits among an array of devices.
2つの機種はAppleへの新たな圧力を反映しています。 カリフォルニアのクパチーノにあるその会社は長くiPhoneに特別な機能を搭載してきたが、消費者のより安い製品を求める需要が急増しているます。 サムソング・エレクトロニックス社 005930.SE -0.99%はその市場を日用品へと変え、利益を減少させ、商品棚の機種に利益を分配しました。
これら2種のiPhoneはAppleがプレッシャーをかけられていることを示しています。カリフォルニア州クパチーノに拠点を置くAppleは長い間iPhoneにより思いのままに特に大きな利幅を手にしてきました。しかし、消費者の安価な製品に対する需要は急激に高まっています。多くの企業がスマートフォン分野へ参入し、また、Samsung Electronics Co. （005930.SE -0.99%）が市場をコモディティ化したことにより利幅が圧縮され利益は多くのデバイスの間で分け合うようになっています。
"There isn't really any major differentiator between the players at this phase," said Neil Mawston, an analyst at research firm Strategy Analytics. He said to cope, Apple needs to take a page from Samsung and launch more products faster.
"The panacea is to transform the industry with a revolutionary design," Mr. Mawston said. Until then "you have to do the traditional business school implementations like manage costs and move quicker than rivals."
「万能薬は革新的なデザインにより業界に変革をもたらすことです」（Mawston氏）。それまでは「コストを管理するあるいはライバル企業よりも迅速に行動するといった従来のビジネススクールで教えてくれるようなことをするしかありません」（Mawston氏）
How the innards of the next iPhone may differ from the iPhone 5, which went on sale last September, remains unclear. Apple often upgrades the processor and other components like the camera between models. Apple is also expected to ship the next version of its iOS mobile operating system around midyear, other people familiar with the matter have said.
Apple Chief Executive Tim Cook has repeatedly declined to comment on Apple's plans for a cheaper device. But he and other executives have been fighting to protect Apple's premium image. At an investor conference in February, he said Apple "wouldn't do anything that we consider not a great product."
AppleのCEOを務めるTim Cook氏はAppleの低価格デバイスに関する計画につてコメントすること何度も避けて来ました。同氏および他のApple幹部たちはAppleの高級イメージを守ることに懸命となっています。2月に開催された投資家向けの会議でCook氏はAppleは自分たちが優れた製品だとみなさないものについての取り組みは一切行わないと述べています。
