The biggest problem was the weak product created a loophole for other brands to exploited i.e. Samsung and HTC. This led to a significant drop in customer loyalty, something that Apple has in abidance.
But if the rumor is true, then the company is set to make another colossal error in judgment.
It is believed that the iPhone 8 will have a glass encasing as opposed to the traditional metallic case. However, this will result in a 20 percent rise in production and theory an increase in price.
"Expects that this all-glass design will be more expensive to produce due to a 20 percent increase in CNC machine hours to produce the chassis," said the Fox analysis. "We think the average selling price for the next iPhone metal casing will stay at a similar level to iPhone 7/7 Plus on a like-for-like basis, but the 'blended' average sale price will rise as blended size becomes bigger."
But after a public survey by Fox Business, the public believes that the glass casing is cheaper to make and therefore should make the iPhone 8 more affordable. With the already reduced customer loyalty from the previous flagship, they would lose more loyalty if they were to increase the price when the public expects it to drop, they would feel ripped off.