At a time when phones are becoming, Apple’s decision to embrace the new “X” family is important because it cements a new strategy for Apple. The , and , 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.
Here, the cheaper iPhone XR shares the design and many of the same specs as the top-tier iPhones. It comes in 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 relatively cheaper, more colorful XR.
These new iPhones for 2018 will need to impress buyers if Apple has any desire to nudge Chinese brand Huawei — which— and regain its seat as the world’s second-largest phone maker, after No. 1 Samsung.
In the meantime, preorders for the iPhone XS and XS Max begin this Friday, Sept. 14, with the phones going on sale next Friday, Sept. 21. The iPhone XR preorders begin Oct. 19 and it goes on sale Oct. 26.