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Apple’s three new iPhones—and what that means: our analysts’ take

12 September 2018 Wayne Lam

In a much-anticipated development, Apple unveiled three new phone models—faster, bigger, and more expensive than ever—exactly one year after introducing its vaunted flagship, the iPhone X.

The announcement on Sept. 12 of the iPhone XS, XS Max, and XR, say IHS Markit analysts Wayne Lam, Jusy Hong, and Gerrit Schneemann, is a move by Apple to shift its entire line into the more lucrative premium segment.

And with a new entry price of $749, Apple is moving its devices even further away beyond the reach of its competitors, our analysts assert.

See our analysis and takeaway

For more information, go to our Mobile, Consumer & Connected Devices research service, which includes coverage of mobile devices, consumer electronics, and more.

Wayne Lam is Principal Analyst for Mobile Devices & Network Technology
Jusy Hong is Principal Analyst for Consumer Devices & TVs
Gerrit Schneemann is Senior Analyst for Smartphones
Posted 12 September 2018


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