Apple is reportedly planning to launch a cheaper iPhone in 2020 , following falling sales and loss of Chinese market share to Huawei . But blame also rests on Apple's pricing strategy, which saw the iPhone XS Max retail for as much as $1,099 when it was launched. Said to be the next - generation of iPhone SE , the device will be the first low - cost smartphone since the launch of the original SE in 2016 , which sold 30 million units in its first year and a further 10 million by 2018 . Apple has seen two consecutive quarters of market share drop in 2019 , according to company data , following its first reported drop in Chinese shipments and losing its status as leading smartphone maker to Huawei .
Apple is reportedly planning to launch a cheaper iPhone in 2020 , following falling sales and loss of Chinese market share to Huawei . Said to be the next - generation of iPhone SE , the device will be the first low - cost smartphone since the launch of the original SE in 2016 , which sold 30 million units in its first year and a further 10 million by 2018 . Apple has seen two consecutive quarters of market share drop in 2019 , according to company data , following its first reported drop in Chinese shipments and losing its status as leading smartphone maker to Huawei .