Last week I mentioned that the highlight of Apple's launching event was Apple Watch Series 4. Indeed, its new features are incredibly relevant for the future. On the other hand, I have to say that I'm also well impressed if Apple's new phones. There are two things that we need to point out from Tim's presentation: The prices and the new set of devices.
First, the strategy of keeping prices high is working so well that they are keeping it. The new version of the iPhone plus is even more costly than the old iPhone X. That shows that Apple wants to push its perceived value up. Having an iPhone is more and more status.
Making the iPhone X special and unique, in design and features in 2017, was part of a long-term plan, as we can see today. It was a way to prove that users would accept a full new design. In 2018 all the phones have full screen, the old iPhone design is over. There are three different options, that fulfil multiple kinds of users will.
- iPhone XS: it is more of the same, just a faster than the older X version. I have iPhone X and, honestly, it crashes a lot. I hope the new processor will fix it.
- iPhone XS MAX: for those who are used to the big phone, not me. Same size of iPhone Plus. Same iPhone XS hardware and camera. The camera was the reason for many people getting the plus in the first time, not anymore. It will have a larger battery life than the its smaller version.
- iPhone XR: it is the cheaper version of iPhone XS, with an exciting proposition. Differently from its predecessors, iPhone XR is less expensive by having a cheaper screen and a not so fancy camera. Don't worry; you will be able to use the bokeh effect, the portrait mode. Its software will take care of it for you. The processor is the same of its brothers, and the battery life is the best you can find.
In sum, the new set of options is exceptional. The XS will satisfy people who want to fit the phone in their pockets. The MAX will pleasure big phone fans, forcing them to pay the highest price, it starts from $1099. And XR version is a more affordable version. In my opinion, the winner for me is the iPhone XR. It keeps the latest chip so that it will be fast. It is big, so the battery won't be an issue as it was in iPhone 5 SE. It will be colourful, like iPhone C, but not in plastic. And the best thing is, it will cost the same as the old iPhones, starting at $749, $250 cheaper than iPhone XS.