Apple Touts Its Largest Screens and Cheaper Models in iPhone Revamp

Apple debuted a trio of iPhones, holding fast to what’s now a familiar strategy: getting new buyers to pay higher prices and gobble up more services, according to Bloomberg.

The iPhone Xs, starting at $999, succeeds last year’s flagship model with a faster A12 processor and updated cameras. The iPhone Xs Max is a higher-end version with a 6.5-inch OLED screen, making it one of the biggest on the market and one of the most-expensive at $1,099 and up. There are 512 GB storage options for the first time.

The third model, called the Xr, is Apple’s biggest hardware bet of 2018. It retains the key advances of the first iPhone X, facial recognition and an edge-to-edge display, but is cheaper while being noticeably larger at 6.1 inches. The price starts at $749, roughly in line with most analysts’ expectations. Apple used older LCD screen technology and aluminum, rather than stainless steel, edges. At Wednesday’s event, Apple also unveiled a new Watch with a larger screen and more health capabilities.

When Apple introduced the iPhone X last year at a starting price of $999, some analysts were skeptical that people would pay so much. But it has been the company’s best-selling smartphone. Now Apple is making the core features available on a range of devices that appeal to different budgets.

The iPhone is still Apple’s most-important product, generating about two-thirds of revenue. While global smartphone market growth has stalled, Apple has kept revenue rising by lifting average selling prices. The three new iPhones have an average starting price of $949. The iPhone ASP was $724 in the most-recent quarter.