Apple Inc. on Wednesday unveiled its biggest and most expensive iPhone lineup ever, making a bet that larger screens can persuade millions of iPhone owners to not only upgrade to a new device but also fork over more money than they spent in past years.
A year removed from the 10th anniversary of a product that turned it into the world’s most valuable company, Apple sought to enliven its flagship device with standard improvements like speedier processors and longer-lasting batteries while also touting innovative features like photo-editing tools and new haptic-touch technology.
Apple bumped up the price of its highest end phone by $100 with the introduction of the $1,099 iPhone XS Max, a plus-size, 6.5-inch version of last year’s anniversary model. The new iPhone XS, priced at $999, costs the same as last year’s iPhone X and features the same 5.8-inch OLED display. And the iPhone XR is a 6.1-inch device with an edge-to-edge LCD display priced at $749, splitting the difference between last year’s iPhone 8 and iPhone 8 Plus prices. Read more at the Wall Street Journal.