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Apple Plans New LCD iPhone This Year Despite XR's Stumble

The Wall Street Journal. logoThe Wall Street Journal. 11/01/2019 Yoko Kubota, Takashi Mochizuki

LONDON, ENGLAND - SEPTEMBER 21: The iPhone XS Max and the iPhone XS on display at the Apple Regent Street store during their launch on September 21, 2018 in London, England. Apple have today launched their new mobile phones: the iPhone XS, iPhone XS Max and the Apple Watch Series 4 across 30 countries. (Photo by Jack Taylor/Getty Images) © 2018 Getty Images LONDON, ENGLAND - SEPTEMBER 21: The iPhone XS Max and the iPhone XS on display at the Apple Regent Street store during their launch on September 21, 2018 in London, England. Apple have today launched their new mobile phones: the iPhone XS, iPhone XS Max and the Apple Watch Series 4 across 30 countries. (Photo by Jack Taylor/Getty Images)

Apple Inc. is planning to release three new iPhone models again this fall, including a successor to the struggling XR, the lower priced 2018 device with a liquid-crystal display that has fallen short of Apple’s sales expectations, people familiar with the matter said.

Apple plans to introduce some new camera features, including a triple rear camera for the highest-end model and double rear camera for the two other models, the people said.

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The move to stick with LCD comes as Apple grapples with sluggish sales of the iPhone XR, which has cut into its most recent revenue projection. That is partly because the planned LCD handset has been in the product pipeline for months and the plan can’t be altered easily, they said.

For 2020, Apple is considering dropping the LCD model, some of the people said, which would mark a complete shift to the organic light-emitting diode, or OLED, display for iPhones.

People use their phones outside an Apple store in Beijing, China January 7, 2019. REUTERS/Thomas Peter © Thomson Reuters People use their phones outside an Apple store in Beijing, China January 7, 2019. REUTERS/Thomas Peter The OLED displays on current XS models are considered to provide better contrast than the less expensive LCD displays on the XR and earlier iPhones such as the 7 and 8 models.

Apple’s innovation around iPhones and its lineup strategy, including pricing, are key to grabbing consumers as the number of handsets Apple sells stagnate globally.

LONDON, ENGLAND - SEPTEMBER 21: The iPhone XS Max and the iPhone XS on display at the Apple Regent Street store during their launch on September 21, 2018 in London, England. Apple have today launched their new mobile phones: the iPhone XS, iPhone XS Max and the Apple Watch Series 4 across 30 countries. (Photo by Jack Taylor/Getty Images) © 2018 Getty Images LONDON, ENGLAND - SEPTEMBER 21: The iPhone XS Max and the iPhone XS on display at the Apple Regent Street store during their launch on September 21, 2018 in London, England. Apple have today launched their new mobile phones: the iPhone XS, iPhone XS Max and the Apple Watch Series 4 across 30 countries. (Photo by Jack Taylor/Getty Images) In China, which  Chief Executive Tim Cook singled out as the major source of its revenue forecast cut in a letter to investors last week, Apple has been facing fierce competition from local handset makers.

Apple earns 20% of its total revenue in Greater China.

Apple declined to comment.While product planning for 2019 models has progressed to a point where major features cannot be changed easily, it isn’t completed, the people said.

People use their mobile phones as they walk past an Apple store in Hong Kong on January 3, 2019. - Hong Kong stocks fell again on January 3, extending the previous day's losses as technology firms were hit by Apple's decision to slash its revenue forecast for the December quarter citing slowing Chinese sales. (Photo by Anthony WALLACE / AFP)        (Photo credit should read ANTHONY WALLACE/AFP/Getty Images) People use their mobile phones as they walk past an Apple store in Hong Kong on January 3, 2019. - Hong Kong stocks fell again on January 3, extending the previous day's losses as technology firms were hit by Apple's decision to slash its revenue forecast for the December quarter citing slowing Chinese sales. (Photo by Anthony WALLACE / AFP) (Photo credit should read ANTHONY WALLACE/AFP/Getty Images) Planning for 2020 models is at an earlier stage and more subject to revision, they said.

Gallery: Nokia through the years: The best and worst phones, in pictures [Pocket-Lint]

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