Apple faces a challenge to win people into spending from £999 on its new iPhone X or at least £699 on its iPhone 8, according to moneysaving experts.
The newly unveiled iPhone X has all the latest technology including facial recognition unlocking, an edge-to-edge display screen, wireless charging and no home button.
The iPhone 8 and iPhone 8 Plus were revealed at the same time.
Ernest Doku, mobiiles expert at uSwitch, said Apple faced a battle to convince existing fans and newcomers that the devices were innovative enough to purchase.
He said: “On the ten-year anniversary of the iPhone, Apple was always going to have to move mountains with the latest versions of its iconic handset.
“As we reach a smartphone singularity of rectangular slabs, increasingly more homogenous in terms of looks and specs, customers are further away than ever from blind loyalty to the latest device.
“Our own research has found that flexibility – afforded by increasingly popular SIM-only deals – and access to non-prescriptive data packages sit on top of the pile when it comes to contracts, married to a phone that is both attractive and up to the task for longer than ever.”
He added: “The iPhone 8 and 8 Plus serve a suite of much-needed upgrades to the range boasting an improved display, faster processor as well as a return to the glass rear – all the better to introduce wireless charging for the first time.
“The announcement of iPhone X to commemorate a decade of Apple innovation is definitely one for the fanatics, introducing an incredible high resolution screen, a dual lens camera with image stabilisation, and new ways to navigate with the loss of the iconic home button.
(Image: Publicity Picture)
“While it’s satisfying to see the new iPhones pack a slew of new features, boasting everything from a depth-sensing camera to the iPhone X’s Animoji animated emojis, Apple still faces a challenge in convincing both the uninitiated and long-term fans alike that these new devices are the true innovation the market has long needed.”
uSwitch says people should consider checking for the best deals on whatever phone they choose to own.
It claims that customers can save around £176 a year by swapping to another contract.
It says that between June 1, 2016, and September 31, 2016, at least 10 per cent of people who switched 24-month contracts on the following mobile devices with uSwitch saved up to £176 versus switching with the mobile phone networks directly: iPhone 5S; iPhone 6; iPhone 6 Plus; iPhone 6S; iPhone 6S Plus; iPhone SE, Samsung Galaxy S6; Samsung Galaxy S7; and Samsung Galaxy S7 Edge.