Why Apple Skipped the iPhone 9: Unraveling the Mystery
- Ever wondered why there's no iPhone 9? The answer is more interesting than you think.
- Apple's leap from 8 to X wasn’t just a marketing stunt—there’s way more to it.
- Face ID, flashy prices, and a bit of mystery... here’s what happened to iPhone 9.
What happened to the iPhone 9? Everyone knows that Apple has a tendency for secrecy around its product launches, but the absence of an official explanation for what happened to the iPhone 9 has fueled rampant speculation for years. Today, we're explaining the reasons behind this deliberate omission, exploring both the strategic and marketing decisions that likely led to the iPhone 9’s disappearance.
iPhone History and the Missing 9
In September 2017, Apple unveiled the iPhone 8 and iPhone 8 Plus (now considered vintage). During the same launch event, Apple also released the iPhone X (pronounced “ten”), marking a radical shift in the iPhone’s lineup. For a company that had steadily adhered to numerical naming conventions since the iPhone 3G, the sudden leap over the iPhone 9 left many scratching their heads.
Photo via The Verge // iPhone 8 and iPhone 8 Plus.
This wasn't the first time Apple deviated from its usual naming strategy. Before the iPhone X, earlier models like the iPhone 2G and 3G were named after their network capabilities. Still, skipping an entire number—a seemingly glaring omission—seemed to signify something bigger was at play.
Three Key Reasons Why Apple Skipped the iPhone 9
While Apple never publicly commented on the absence of the iPhone 9, industry experts point to several strategic and symbolic factors that explain the decision. These are the most likely reasons Apple bypassed the iPhone 9:
1. 10th Anniversary of the iPhone
At the heart of Apple’s decision to introduce the iPhone X lies its celebration of a milestone—the iPhone’s 10th anniversary. The Roman numeral "X," meaning ten, directly commemorated a decade of iPhone innovation. Apple had crafted a special product for this landmark, showcasing cutting-edge technology that demanded to stand apart from its predecessors.
The iPhone X was more than just an upgrade—it was a bold statement that symbolized a new era. Introducing the iPhone 9 at this juncture would have undercut the excitement and sense of transformation Apple sought to create. As a result, the iPhone 9 became collateral damage in Apple’s efforts to launch a product that stood for the future, not the past.
Photo via New York Magazine // A comparison of the iPhone 8 and iPhone X shows the dramatic design overhaul.
2. Radical Design Shift
The iPhone X was a significant turning point in Apple’s product design. With it came major innovations such as Face ID, which replaced the Touch ID home button, and the now-iconic notch display. The iPhone 8, in comparison, was more of a continuation of the previous design language, retaining the home button and thick bezels.
Positioning the iPhone X as the true successor, skipping the iPhone 9 made sense in Apple’s eyes. The name "iPhone 9" might have suggested it was only a small incremental upgrade, which could not have reflected the magnitude of the changes brought about by the iPhone X. As one commentator noted, “Naming it the iPhone 9 would have felt weak” for such a breakthrough device.
3. Clever Marketing and Pricing Strategy
The iPhone X also represented a bold shift in pricing strategy. At launch, it was Apple’s most expensive smartphone, with a starting price of $999. This price hike was unprecedented, especially considering that just a year earlier, the iPhone 7 started at $649. By launching the iPhone X as a premium, commemorative product, Apple cleverly avoided backlash that often accompanies such price increases.
“By skipping the iPhone 9, Apple managed to create a sense of exclusivity and justify the leap in pricing,” observed a tech expert. The "X" branding contributed to this perception of luxury and innovation, reinforcing the idea that this was no ordinary iPhone but a significant leap forward.
Photo via Apple Inc. // The iPhone X's Face ID technology was a groundbreaking feature when it launched.
The Role of Psychological and Cultural Factors
Beyond anniversaries and pricing, there’s also an argument that psychological and cultural factors played a role in the decision to skip the number 9. In some cultures, the number 9 is considered unlucky, although this theory remains speculative. In China, for instance, the number 9 can signify bad fortune, although it’s far less pervasive than other unlucky numbers like 4.
On the flip side, the number 10 is often associated with perfection and completeness, adding another layer of symbolism to the iPhone X. By choosing to go with "X," Apple likely tapped into these positive associations, ensuring that the device resonated with its global audience.
Apple’s Unique Marketing Approach: It’s All About the “X”
Apple’s move to the iPhone X wasn’t just about marking an anniversary—it was also about making a psychological impact. The letter "X" carries a certain mystique and allure, often symbolizing something extraordinary. Think of phrases like "X marks the spot" or the "X factor." For Apple, the letter "X" created a sense of prestige and signaled that this phone was something entirely different from anything before it.
Photo via Apple Inc. // Apple's shift from iPhone 8 to iPhone X created a buzz in the tech world.
This shift in branding was part of a larger strategy to elevate the iPhone X above previous models. It wasn’t simply another iteration of the same device—it was the beginning of a new chapter in iPhone history, both in terms of design and functionality. Skipping the iPhone 9 was a way of ensuring that the iPhone X didn’t get bogged down by expectations of incremental change.
Other Companies That Skipped Numbers
Interestingly, Apple isn’t the only company to have skipped numbers in its product line. Microsoft famously jumped from Windows 8 to Windows 10, and Samsung skipped the Galaxy Note 6, opting for the Note 7 instead. For both companies, these decisions were made for similar reasons—either to create a stronger brand association or to align product numbers with broader strategic goals.
Conclusion: The iPhone 9 That Never Was
Ultimately, the iPhone 9 was a victim of Apple’s larger ambitions to push the envelope and redefine what the iPhone could be. By skipping this number, Apple didn’t just celebrate a decade of the iPhone; it also marked a significant turning point in its product lineup and pricing strategy.
While the iPhone 9 may never exist, its absence only highlights how far Apple has come—and how much farther it still aims to go.
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