Perhaps the most outspoken criticism of Apple in this day and age targets the price of their products. First it was the iPhone, then the iPad Pro, most recently, the Mac Pro. The second Apple releases a new product, someone is already making a twitter post about its “unbearable” price tag. These calls for cheaper products often go unanswered, isolated in the echo chambers that are Twitter and Facebook groups. But according to recent rumors, Apple could finally be listening to calls for more affordable products. According to a rumor first first publicized by Bloomberg, Apple could be working on a cheaper iPhone, rumored to be called the iPhone 9, that would serve as a successor to the popular iPhone SE, which was a more affordable offering from a few years ago. The new model would reportedly go back to the older home button design, last seen on the iPhone 8, with lesser specs and a smaller screen to keep costs down. But while introducing a cheaper iPhone sounds like music to some people’s ears, there are several less clear problems that could arise with such a move. The first pertains to their product lineup. As I have previously stated, Apple’s current product lineup is in pretty rough shape when compared those of previous years. Each product line has way to many devices in it, each with names that mean almost nothing and say almost nothing about the product, I mean, on their website, they’re selling four different iPhones, four different iPads, and four different Mac desktops. I’m all for covering all your bases, but making as many products as you can is the not the way of going about it, for each new product that you add, you lose some focus, and you make buying products harder for consumers, while simultaneously hindering the user experience of products as you make them more specialized and less general. This brings me to my biggest concern about introducing a cheaper iPhone. A lesser user experience. Steve Jobs understood the importance of imputing, or giving a good first impression, to your customers. This understanding led to the amazing user experience that built the foundation for Apple to become the most valuable company in the world. When you introduce cheaper products, with a more limited set of features and worse user experience, you impute a lesser image to your customers. I understand the need to reach users through financial accessibility, and I can see the business benefits of this move, but I think the effect that it would have on the brand and brand image as a whole far outweighs the benefits of a little bit more marketshare and a little bit more money to talk about at your annual report.