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IPhone XS, XS Max: First Impression
14 September 2018, 04:40 | Casey Mitchell
The blurred background has appealing
Technically speaking, those headlines might be correct, but what Apple has managed to pull off in the space of one year is increase the price of its normal iPhone, and have everyone suddenly describe it as cheap.
The two phones are nearly identical in design and features, with the XS being a refinement of last year's phone.
Apple Inc presented the new Apple Watch Series 4 able to take an electrocardiogram to detect an irregular heartbeat and start an emergency call automatically if it detects a user falling down. The new range now comes with a fullscreen display and FaceID as standard - this was introduced by the trendsetting iPhone X past year. Gareth recons that the lower price will make the iPhone XR the best selling new iPhone revealed this year. The exclusion of these older models also omits the 3.5mm headphone jack for once and all from the iPhone lineup.
Here's the theory: If Apple followed its protocol and offered the $US999 iPhone XS as well as a phone that is nearly exactly the same but $US100 cheaper, it would most likely confuse customers and cannibalise sales. It has most of the features - all-screen display, Face ID - that made the iPhone X popular, but it comes in at $749, $250 cheaper than what the iPhone X launched at past year.
Single rear camera lens instead of two: This is a big one. Case in point, US Mobile's sweet introductory iPhone XS, XS Max, and XR discount.
Both of these factors might explain Apple's thinking.
In terms of price, the iPhone XR retails for less than the iPhone XS, costing $749 to pick up at launch. Why pay $US999 for the fantastic screen on the iPhone XS or iPhone XS Max when you could effectively buy the same phone for $US100 less? "I think this will represent a harder and harder challenge to entry-price Swiss-made watches, which are not in a position to stay relevant", Exane BNP Paribas analyst Luca Solca said.
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