The new iPhones are likely to start at $800 for the LCD model, $900 for the iPhone X update and $1,000 for 6.5-inch OLED model, up from last year's starting prices of $699, $799 and $999, according to Nomura Group.
That's on the table, too.
The iPhone XR - the lowest-ranked member of the American multinational technology company's expanding X family of devices - is exactly what it needs to revive its sluggish smartphone sales.
Philip W. Schiller, Senior Vice President, Worldwide Marketing of Apple, speaks about the new Apple iPhone XR at an Apple Inc product launch event at the Steve Jobs Theater in Cupertino, California.
Tech analyst Patrick O'Rourke joined in, tweeting: 'I want to go on the record now as saying that iPhone Xs Max is a bad name for a smartphone...'
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The latest price increase for the highest-end iPhone makes it, for the first time, more expensive than the entry-level price of a MacBook.
This will be very similar, in terms of internal specs, to the iPhone XS but will score a larger 6.5-inch display.
The flying elephant of the new lot is the iPhone Xs Max, which sounds like it could be a new flavor of Mountain Dew, or perhaps an extreme sport. This looks like a direct replacement of the smaller iPhone 8. It did that with the iPhone X in 2017 and this year it's the iPhone XR which fell into that category. Both new phones cram the same number of pixels into each inch as the display on the original iPhone X.
For comparison, the iPhone XS Max is bigger even than the Galaxy Note 9, which spans 6.4 inches. We fully expect this phone to deliver solid performance on all counts.
The US Food and Drug Administration said it worked with Apple to develop apps for the Apple Watch. It is rumored to feature a larger display, faster processor, improved battery life and more.
The iPhone XR comes in six colours including coral. The processor in the new iPhones is more advanced than any rival product, capable of the kind of heavy lifting once consigned exclusively to supercomputers. It is also running on the new 7nm A12 Bionic Chip and it retains the same 12MP f/1.8 main camera that's assisted with OIS. Of it, we have this really cool video about "experimental shots".