Apple is on course to announce three new iPhones in September.
While the iPhone 7S and iPhone 7S Plus are expected to be improvements on last year’s successful 7 and 7 Plus handsets, the presumptively named iPhone 8 is going to be a flagship that Apple hopes is worthy of the tenth anniversary of the first iPhone.
But if you were expecting a colourful smartphone from Apple CEO Tim Cook and his team, think again.
Although the screen on the iPhone 8 is expected to be the first smartphone from Apple with an OLED display (which should deliver much brighter and vivid colours compared to the current LCD screens) the external colours of the iPhone will be limited.
Gone will be the gold, pink (okay, rose gold), and Product (Red) choices.
What will be left will be the monochrome options of matt black, gloss black, and silvery white.
It is believed that the neutral colours have been chosen to minimise the visual impact of the controversial ‘cut-out’ at the top of the screen.
The new OLED screen will wrap around this physical island which holds the forward facing camera and sensors.
That allows Apple to say that its screen reaches out to all of the edges, while still packing in the relatively bulky electronics along the top edge.
It also gives Apple the option to pitch the iPhone 8 as a higher class of smartphone, almost like a boutique smartphone.
Watch for ideas like exclusive designs and fashionable colour choices being used in the presentation, when everyone would rather know the technical details like the amount of storage and if it still relies on bluetooth to connect to a pair of headphones.