That, they suggest, means Apple will either need to lower prices for large-screen phones-hurting ASPs-or risk losing customers to companies that do.
We've since learned that Apple has considered the name "iPhone Xs Max" for the larger 6.5-inch version, according to two sources familiar with Apple's marketing plans.
The XS Max is set to have a bigger battery than the XS while both phones will have the new A12 processor, 4GB RAM space and OLED displays. There have been leaked images that show off the upcoming Apple Watch and with it, we get a new watch face.
A new pricing report out of Europe may give us a clearer idea of just how much this year's iPhones will cost.
According to some rumors we've seen, Apple's 2018 iPhone pricing matrix will align closely with what we saw previous year. However, the pricier 5.8- and 6.5-inch models could be available in a new gold finish.
To this point, a new research note from Bank of America Merrill Lynch (via CNBC) relays that the 6.1-inch iPhone variant might be priced at $799, with the iPhone XS and iPhone XS Max priced at $999 and $1,049, respectively.
A attendee uses a new iPhone X during a presentation for the media in Beijing, China October 31, 2017.
Other rumours are far more sketchy. There might also a third iPhone with LCD Panel and dual-SIM support. Specifically, the leak revealed that Apple's best iPhone models ever will have Apple's worst name ever: iPhone XS.
According to 9to5Mac Apple will also launch a new Apple Watch.
"Over the last six years, screen size is the lone feature that we believe has demonstrated a consistent ability to drive both volume and pricing power", wrote KeyBanc Capital Markets.