Apple’s newest iPhone will again test the limits of how much people are willing to pay for the latest technology.
The iPhone XS Max will sell for about $1,100, or $100 more than last year’s iPhone X.
The iPhone X didn’t sell as well as analysts anticipated, but fared well enough to help Apple boost the average iPhone selling price by nearly 20 percent.
The iPhone XS, an update to last year’s model, will stay at $1,000. To reach customers not willing to pay that much, Apple will have the iPhone XR. It will use cheaper materials and sell for about $750.
The new XS models come out Sept. 21, while the XR is out Oct. 26. Older models get price cuts.
Apple says a free update to its iOS operating system will come next Tuesday, followed a week later with a Mac software update.
Phil Schiller, Apple’s senior vice president of worldwide marketing, speaks about the Apple iPhone XS and Apple iPhone XS Max at the Steve Jobs Theater during an event to announce new Apple products Wednesday, Sept. 12, 2018, in Cupertino, Calif. (AP Photo/Marcio Jose Sanchez)
