The iPhone XS, iPhone XS Max and iPhone XR, Apple’s new iPhones for 2018, are officially here. While the iPhone XS and iPhone XS Max have virtually the same guts, just in two different sizes, the iPhone XR introduces a profound shift in Apple’s strategy by folding its “bargain” phone into the premium iPhone mix.
The cheaper iPhone XR shares many of the same specs as the top-tier iPhones, but comes in much bright colors and has some slimmed-down features, like a smaller battery than the new iPhone XSes. The pricing is the most attractive for iPhone loyalists.
Although there’s nothing “budget” about the iPhone XR’s $749 starting price, people looking for a new iPhone this year could easily gravitate to the cheaper, more colorful XR.
This reveal of Apple’s 2018-2019 lineup is a big moment for the tech giant, which shook up its iPhone range in 2017 when it introduced the iPhone X, iPhone 8 and iPhone 8 Plus, effectively killing any chance of a future iPhone 9 and turning its whole iPhone naming scheme on its head.
At a time when phones are becoming more and more expensive,
Apple’s decision embrace of the new “X” family is important because it cements a new strategy for Apple, one that will continue to set the pace for phonemakers as we move toward 2019.
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