Apple strategically skipped the iPhone 9 to emphasize the significance of the iPhone X as a 10th-anniversary product and a groundbreaking redesign, rather than just an incremental upgrade.
The Strategic Leap: Introducing the iPhone X
When Apple unveiled its new smartphone lineup in 2017, the expected iPhone 7s and 8 were accompanied by an unexpected number jump: the iPhone X. This decision was a deliberate marketing strategy aimed at underscoring the groundbreaking nature of their anniversary device.
The iPhone X was launched to commemorate the 10th anniversary of the original iPhone's introduction in 2007. Apple aimed to "make a splash" and signify this milestone with a product that truly stood apart from previous iterations. By skipping the iPhone 9, the company effectively communicated that the iPhone X was not merely the next sequential model in the series.
Instead of positioning it as "just another upgrade," the omission of the "9" served to emphasize the value of the iPhone X as a groundbreaking redesign. It featured significant advancements like an edge-to-edge OLED display, Face ID facial recognition, and a new gesture-based navigation system. These features sharply differentiated it from its predecessors and contemporary models, justifying the numbering leap and creating a perception of a major technological advancement.
Visualizing the Model Progression
The following timeline illustrates how Apple's product naming evolved, showcasing the deliberate skip:
| Year | Primary iPhone Model(s) Introduced | Significance |
|---|---|---|
| 2007 | iPhone (1st generation) | Original release |
| ... | ... | ... |
| 2016 | iPhone 7, iPhone 7 Plus | Standard iterative update |
| 2017 | iPhone 8, iPhone 8 Plus, iPhone X | 10th anniversary; major redesign signaled by 'X' (Roman numeral for 10) |
| 2018 | iPhone XS, iPhone XS Max, iPhone XR | Successors to the iPhone X |
Broader Implications of Number Skipping
Skipping numbers in product naming is a strategy sometimes employed by companies beyond Apple, often to achieve specific marketing or perceptual goals. This includes:
- Signaling a Major Generational Leap: It creates the impression that the product represents a significant jump in technology or design, not just an incremental update.
- Aligning with Milestones or Anniversaries: Products can be named to coincide with important company or product anniversaries, making the launch more impactful.
- Creating a Perception of Modernity: Skipping ahead can make a product feel more advanced or futuristic compared to a simple sequential numbering scheme.
- Avoiding Perceived Negative Connotations: In some cultures, certain numbers might be considered unlucky, though this was not the primary reason for the iPhone 9 skip.
The decision to omit the iPhone 9 was a calculated move by Apple to highlight the innovative leap and celebratory nature of the iPhone X, cementing its place as a pivotal product in the brand's history.
For more details on the iPhone X launch and its features, you can refer to Apple's official press release from its announcement: The future is here: iPhone X.
