Apple should apply the Neo treatment to its upcoming iPhone 18e and I would definitely be interested.

      For years, Apple has taken a predictable approach to its budget iPhones: they repurpose an older flagship design, strip away some premium features, reduce the price slightly, and market it as the “entry point” into their ecosystem. While this strategy works financially, it often lacks emotional appeal.

      This is precisely why the upcoming iPhone 18e presents a significant opportunity for Apple. Rather than viewing it as just another diluted flagship, Apple should fully adopt a “Neo” identity, characterized by color, personality, experimentation, and smart hardware reutilization. Apple has successfully implemented this concept with the MacBook Neo and should replicate that model for an affordable iPhone.

      The key focus here is identity.

      Despite Apple's keen obsession with design, the company has surprisingly adopted a conservative approach with its iPhone range. Modern iPhones are exceptionally engineered, yet they increasingly feel interchangeable. Whether considering the Pro models or the standard versions, most devices come in subdued shades of black, gray, silver, or dark blue (excluding the cosmic orange iPhone 17 Pro, of course).

      Apple once recognized the emotional impact of playful hardware much better than it does today. The iPhone 5c remains one of the most unique iPhones Apple has ever produced because it embraced diversity. Launched in 2013, it offered vibrant blue, green, yellow, pink, and white variations. It was cheerful, inviting, and visually bold in a way that contemporary iPhones seldom are.

      Apple should reintroduce bold finishes that distinctly set the iPhone 18e apart from the increasingly corporate Pro models. Bright colors like neon orange, lime green, electric blue, lavender purple, or translucent-inspired hues would instantly inject personality into the device.

      Apple already recognizes the effectiveness of this approach. Its colorful iMac lineup continues to capture attention precisely because it stands out in a sea of gray boxes. Additionally, shifts in the smartphone market heighten the relevance of this strategy.

      The iPhone 18e could be crucial for Apple as it enables the company to target younger buyers, new iPhone users, and consumers who prefer not to spend flagship-level amounts every couple of years. Moreover, the situation may compel Apple to adapt. The company is currently facing notably higher memory and manufacturing costs. Some predictions suggest that future devices may experience component cost increases nearing $300, contingent on configurations and sourcing.

      This reality alters everything. If production costs keep climbing, Apple will likely depend more on component reuse and “binning” older parts into new devices. Instead of obscuring this strategy, the company should embrace it creatively.

      The automotive industry has successfully employed this model for years. Car manufacturers reuse older platforms, engines, and components across various models while distinguishing products through styling and positioning. Consumers typically don't mind as long as the final product feels thoughtfully designed.

      Make the hardware visually appealing without going overboard.

      Utilize proven chipsets from previous-generation iPhones. Recycle older camera systems. Reintroduce Touch ID via a side-mounted sensor if necessary. None of these compromises will matter if the phone has character.

      Apple could also experiment with physical designs in ways the Pro lineup does not allow. A slightly more compact body could make the iPhone 18e immediately recognizable among a sea of oversized phones.

      A compact, colorful, unique iPhone 18e priced significantly lower than the flagship lineup could finally provide Apple with a genuinely distinct lower-end device rather than just another compromised version.

      This would make the phone memorable.

      This is something modern iPhones increasingly struggle with. Today's devices are technically impressive but emotionally lackluster. The iPhone 18e presents Apple with an opportunity to reignite the creativity that once made its products feel exciting rather than merely high-priced. While the iPhone 17 Pro does stand out in its cosmic orange hue, it comes at a hefty price.

      What we seek is something more akin to a Neo device, similar to the MacBook Neo. The “Neo” designation should signify not just “cheaper,” but also innovative. Right now, Apple needs that vitality more than ever.