Apple should simply apply the Neo approach to its forthcoming iPhone 18e, and I'll be interested.

      For years, Apple has utilized a predictable strategy for its affordable iPhones: take an older flagship design, eliminate some premium features, moderately decrease the price, and market it as the “entry point” into the ecosystem. While this approach is financially sound, it often lacks emotional resonance.

      This is precisely why the forthcoming iPhone 18e represents a significant opportunity for Apple. Rather than viewing it as just another diluted flagship, Apple should fully adopt a “Neo” concept, focusing on color, character, experimentation, and intelligent hardware reuse. Apple successfully implemented this with the MacBook Neo, and it should apply the same blueprint for an affordable iPhone.

      The key term here is identity.

      Despite Apple's obsession with design, the company has become unexpectedly conservative with its iPhone offerings. Modern iPhones are exquisitely crafted, yet they increasingly appear and feel interchangeable. Whether considering the Pro models or standard versions, most devices now come in subdued colors like black, gray, silver, or dark blue—apart from the cosmic orange iPhone 17 Pro, of course.

      Apple once had a much better grasp of the emotional appeal of playful hardware than it does now. The iPhone 5c remains one of the most distinctive iPhones Apple has released, embracing its uniqueness. Launched in 2013, the device was available in bright blue, green, yellow, pink, and white hues. It exuded cheerfulness, approachability, and visual confidence that modern iPhones seldom achieve.

      Apple should reintroduce vibrant finishes that would instantly differentiate the iPhone 18e from the increasingly corporate-style Pro models. Colors like neon orange, lime green, electric blue, lavender purple, or translucent finishes could quickly imbue the device with personality.

      The company is already aware of how effective this strategy can be. Its colorful iMac lineup continues to draw attention because it stands out in a market filled with gray boxes. The smartphone market itself is also evolving in ways that enhance the importance of this approach.

      The iPhone 18e could become strategically valuable by enabling Apple to attract younger consumers, first-time iPhone buyers, and those who don’t wish to invest in flagship models every two years. Furthermore, the current climate may compel Apple to make this shift. They are currently facing substantially increased memory and manufacturing costs, with some estimates suggesting component costs for future devices could rise by nearly $300, depending on configurations and sourcing.

      This new reality alters everything. If manufacturing costs keep escalating, Apple will likely need to lean more on component reuse and the “binning” of older parts for future devices. Instead of obscuring this strategy, the company should embrace it creatively.

      The automotive industry has successfully done this for decades. Car manufacturers repurpose older platforms, engines, and parts across multiple models while differentiating products through styling and marketing. Consumers typically don’t mind as long as the final product feels intentional.

      Make the hardware distinctive without making it overwhelming?

      Utilize established chipsets from previous-generation iPhones. Recycle older camera systems. If necessary, reintroduce Touch ID with a side-mounted sensor. None of these compromises would detract from the phone’s character.

      Apple could even try different physical designs that the Pro lineup doesn’t currently allow. A slightly more compact body could make the iPhone 18e stand out immediately in a world filled with oversized phones.

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

      It would make the device memorable.

      That is something modern iPhones increasingly lack. Today's models are technically impressive but emotionally dull. The iPhone 18e presents Apple with an opportunity to recapture the creativity that once made its products feel exciting rather than just expensive. While the iPhone 17 Pro does stand out in its cosmic orange color, it comes with a high price tag.

      We desire something more aligned with a Neo device, akin to the MacBook Neo. The “Neo” concept shouldn't simply imply “cheaper.” It should signify something new. At this moment, Apple needs that invigorating energy more than ever.