The much-anticipated iPhone 8 is coming soon we just don’t really know how soon. Some rumors put the new iPhone 8 launch date sometime in September which would be right on time with previous releases. But, before you go out and book all of September off work so you can line up outside an Apple store, just hold up a moment. There are other rumors that are speculating the iPhone 8 release date may be pushed back as late as December. So, what should we believe? Well, let’s take a look at where these rumors are coming from.

New iPhone 8 Launch Date
Image Source: Andrea Cau / Chris Burns / YouTube video (screenshot)

A recent earnings call with Apple CEO, Tim Cook, has industry watchers buzzing that the iPhone 8 may be ready to launch on schedule in September. Cook is forecasting a strong quarter all the way until the end of September with earnings outpacing the previous quarter. That would be a very strong indication that there is something coming down the pipeline before the end of September that will help Apple sell more product. Of course, there is still some talk that there will be an iPhone 7S and 7S Plus in addition to the top-tier iPhone 8. So, the speculation may be accurate that there will be a new iPhone 8 launch date in September. However, that new iPhone may not be the iPhone 8.

UBS is one of the industry watchers that believes the iPhone 8 could be delayed all the way into December. That would surely be a major problem for Apple as it limits holiday shopping time and gives devices like the Galaxy Note 8 a jump on the iPhone 8. Most of the delay talk stems from reports that Apple is having trouble procuring enough OLED displays to launch on time. The iPhone 8 will be the first Apple smartphone to use an OLED display and production of the displays seems to be moving slower than Apple had hoped. Of course, their plan may have been to have the new iPhone 8 launch date fall in November or December but that seems unlikely. You want your device on the market and generating hype before the holiday shopping season is in full swing.

So, what do we believe? Is the iPhone 8 delayed or is it coming in September like many people believe Tim Cook was hinting at? Let’s take a closer look at the earning projections. Cook projected $49B to $52B revenue for the quarter. A lot of analysts believe that gap gives Apple some wiggle room. Apple could hit $49B without an iPhone 8 launch, according to some. That uptick in revenue could be explained by the launch of the iPhone 7S and 7S Plus. However, the $52B figure is a much more lofty goal that would likely require some help from the iPhone 8 sales figures. So, if these analysts are correct, it appears that Apple may be hedging their bet a little bit. They have offered ambitious sales figures but figures that aren’t unobtainable whether the iPhone 8 launches on time or not. This could suggest that the new iPhone 8 launch date could come down to the wire. If Apple can’t get manufacturing figure out in time then they may announce the iPhone 8 at the same time as the 7S and 7S Plus but not actually launch the iPhone 8 until later down the road.

Apple also has to consider the popularity of their upcoming smartphone. If the rumors are true then the iPhone 8 will cost upwards of $1,100. That’s a hefty price tag that will certainly turn some consumers away. It’s hard to imagine a world where an iPhone launch isn’t a roaring success but this new price may be the point where people say, “Nope. That’s not worth it.” Again, it’s doubtful that Apple has trouble selling the iPhone 8 but you never want to assume anything. The real test for the pricing of the iPhone 8 will come when we find out the pricing of the Google Pixel XL 2 and the Samsung Galaxy Note 8. Both of these devices will be the biggest competition for the iPhone 8 this fall. If they can offer similar specs at a price that’s several hundred dollars less, consumers may be tempted to choose something other than the iPhone 8. If the iPhone 8 is a huge success, then Apple has just shown smartphone manufacturers what people are willing to pay for a premium device.

When is the new iPhone 8 launch date? Well, we can’t really say. Of course, nothing is official until Apple makes it official. I can’t imagine a scenario in which Apple doesn’t launch a smartphone before the end of September. There will almost surely be an iPhone 7S and 7S Plus that launch on schedule. The iPhone 8 may be another story. Luckily, we won’t have to wait long to find out when a new iPhone is coming. Apple should be announcing a reveal date soon and that’s hopefully when we will get an official first look at the iPhone 8 as well as launch dates for the new devices.

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