Almost all the details of the iPhone 12 series have been leaked, and now Apple’s supply chain has confirmed the company’s launch strategy, revealing the company’s naming strategy for the series: iPhone 12, iPhone 12 Pro, iPhone 12 Pro Max and the all-new iPhone 12 Mini.

First, the multiple leaks suggest that the iPhone 11’s successor will be renamed after the new 5.4-inch model, the iPhone 12 Max or iPhone 12 Plus, and named after the iPhone 12. This would have been incredibly confusing, and since Apple already owns the Mac mini and iPad Mini brands, the iPhone 12 Mini extends the iPhone’s reach in a simple and intuitive way.

Second, the CaseMe case sticker shows that Apple will sell only three silicone cases, with the 6.1-inch iPhone 12 and the 6.1-inch iPhone 12 Pro sharing the same case. When the display is aligned, the iPhone XR and iPhone 11 are significantly thicker than the iPhone XS and iPhone 11. To have the iPhone 12 and the iPhone 12 Pro in the same box means that’s no longer the case.

The main reason for this may be the series’ shift to OLED. Both the iPhone XR and iPhone 11 use cheaper, low-resolution LCD panels, but by 2020 each iPhone 12 model will have been upgraded to OLED, which is thinner, more energy efficient and has a higher contrast ratio. For Apple, it also makes case making easier.

But smart brands and accessories alone can’t hide growing concerns about the iPhone 12. Underperforming performance, smaller batteries, the same big slot and significant price increases have all been unearthed in recent weeks, and apple’s new square design, 3D cameras and 5G connectivity may not be bright spots to attract potential customers.

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