"This implies no sub-branding, as the iPhone and iPad are the only identifiers of brand and hence the only meaning being imparted to the buyer. You either get an iPhone or an old iPhone."

In keeping with a lot of rumors about a smaller iPad, dubbed "iPad mini," Dediu concedes that Apple may be planning to sub-brand the iPad.

But apparently not the iPhone. "The launch announcement seems to clearly point to "53 being the name of the new iPhone," he says. "The brand remains iPhone and there will be no sub-branding."

"There will be no 'special' iPhone for different (e.g. low-end) markets. There will be no different form factor to accommodate different use cases. There will be no new jobs to be done for the iPhone. What a bummer."

But Dediu notes that Apple is at the same time creating new service brands for the iOS platform.